Gangnam Style: MVRDV redefines Ghungha Building in Seoul
june 18, 2013 - MVRDV
Gangnam Style: MVRDV redefines Ghungha Building in Seoul
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though the Chungha building was completed in the 1980’s it was already outdated in a street dominated by flagship stores.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.
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...