Chungha Building / MVRDV

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Appreciation towards MVRDV for providing the following description:

鸟叔PSY跳着骑马舞的《江南style》在全球一举成名后，韩国江南区的公司便成新贵，其中Woon Nam公司委托MVRDV把自己建于上世纪80年代的老旧总部改建一番，仅仅9个月，这栋建筑面目便焕然一新的出现在已经拥有众多旗舰店的时髦大街上。

Just before a Korean pop-song became a global success on YouTube for the first time in history, and Gangnam became world famous as the nouveau riche hangout of the South-Korean capital Seoul, MVRDV was commissioned by Woon Nam Management Ltd. to redefine a building on Gangnams chic Apgujung Road. Even though the Chungha building was completed in the 1980’s it was already outdated in a street dominated by flagship stores. The transformation, which added an extra level, was completed in just 9 months.

新立面和原有外立面陈旧的米色石材和被租户贴得乱七八糟的窗户截然相反。新立面有着白色的，亮眼的马赛克贴面，这些贴面近看像泡泡，远看如同整体光滑的石材，而且能做出完美的曲线过渡造型。立面上大小不一的整面窗户可以让商户尽情展示自己的商品和海报，窗户玻璃上在必要的地方进行了丝网印刷，印刷图案与马赛克图案统一：大小不一的圆形泡泡。

The Chungha building had become a rotten tooth in a fast changing streetscape dominated by single brand stores, this building contains a collection of brands in one. On the previous façade, a motley collection of fonts competed for the attention of passersby. The sober building’s beige natural stone façade was ruined by commercial messages. The ground floor is occupied by French leather accessories label Louis Quatorze, the floors above hold a wedding planners’ office, the clients’ maintenance society and two plastic surgery practices. The discretion required by the clients of the plastic surgeries also had implications for the building. The windows of these floors were hermetically sealed, adding to the worn out feel of the structure. 

The new façade concept is convincingly simple: Chungha is a multiple identity building which was transformed into a collection of shop windows so each commercial venture imposed onto the façade would have a fitting canvas for its display. The building’s façade becomes more advertisement, and in that sense paradoxically more honest.

Curvaceous frames were found to be the best match to the large amount of shop windows, and a mosaic tile consequently became the façade material to follow the curves. LED lights change the buildings appearance. MVRDV was given nine months to complete the refurbishment. Adding to the complexity was the limited size of the construction site – five storeys tall but only 2,5 metres at its widest point. Construction workers were required to balance and squeeze themselves into narrow spaces.

Once unwrapped, the building appears reborn, its large windows are filled with transparent posters which provide space for changing brand identities and discretion for the clients of the plastic surgeon. A 10% addition on the top floor will be turned into a café with outside terraces, resulting in a total surface of 2,820 m2. The exterior façade tiles, which resemble white foam from close-up and smooth white stone from further away, are also used on the sidewalk and in the lobby.

这栋建筑有着苛刻的施工现场，5层高度中最宽的施工宽度仅2.5米。但是当一切结束后，这栋建筑便突出的展现在大众的视线中。窗户内部装的LED照明，在夜间发出变幻诱人的光芒。24小时的全天候闪耀。

Location: Apgujeong-ro, Gangnam, Seoul, KR.
Client: Woon Nam Management Co. Ltd. Seoul, KR.
Transformation of 2820m2.
Program: Shops, offices, café.
Budget: undisclosed.
Architect: MVRDV: Winy Maas, Jacob van Rijs, Nathalie de Vries with Fokke Moerel,
Kyosuk Lee, Daehee Suk, Sara Bjelke, Ferdjan van der Pijl.
Co-Architect: InC Design Group : Chang rock Kim, Jaehoon Lee, Boram Lee, Anna Lee,
Jinju Dong, Eun ae Choi
Contractor: Ain Construction
Structure: 1’st Structure, Seoul, KR.
Lighting: Total LED.
Tiles: M&S Ceramic.

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