with Steven Chang and Kyungsun Lee
Since it is the first branch of SM Town and a flagship store, a future-oriented image was depicted on the facade. It is the first case where the patterns of the Celebrity Shop “SUM” are applied for the first time. A unique idea that can help raise awareness of the brand was needed. As such, many thoughts were given to the details and design, including the size of the pattern, the space in between, selection of material and the location of the artists’ names of SM on the facade.
The three dimensional design was applied to the facde that can be seen from the sunken space of COEX and the front of floors 1 and 2 that can be seen from the road side, as well as the columns in the piloti part. Various viewpoints were considered, including those from up-close and those from across the street. The pattern composition of “SUM” consisting of 33 items and the material traits of glass and plastic materials trigger curiosity and mysteriousness of the facade. The exterior finishing consists of two layers of glass and plastic. The curtain wall that was just a vertical side of the existing COEX atrium has shed its boring facade to become a unique facade that changes at each moment through glittering, projections and reflection.
Use: Complex cultural space
Bldg. scale: B1, 6F
Max. height: 39m (Facade design application 17.4m)
Exterior finish: Tempered Glass(Black, 10mm), Acrylic(White, 3mm), Acrylic(Mirror, 3mm), Black Hairline decorative stainless steel
Project team: Jaewoo Lee, Ilhyun Hwang, Kijun Hahn
Client: S.M. Entertainment
Photo: Namsun Lee
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