Changes in Commerciality and Façades of Commercial Buildings in the Apgujeong Rodeo Area

This study aims to analyze the types of commercial buildings in the Apgujeong Rodeo area by focusing on their façades and identifying relationships between those façades, urban conditions, trends of the times, and the commerciality of the area. The Apgujeong Rodeo area underwent a transformation from a grid-pattern street and plotted residential area—developed in the 1970s and 1980s owing to the growth of Gangnam, Seoul—to an entertainment and consumption hub associated with beauty and fashion. This study considered the characteristics of Korean commercial architecture, characterized by ‘superficial characteristics’ influenced by small plots and legal regulations. A total of 112 buildings that had been renovated or newly constructed were analyzed based on the type of exterior material, tracking changes in façades accordingly. Furthermore, by examining the characteristics of the buildings’ façades, the types of stores within them, and insights from the architects of newly constructed buildings, it was determined that the commercial identity of the area is expressed through its façades. For instance, there were orderly buildings related to the beauty industry, reflective and uniquely designed clothing store buildings, discreet event venue structures, disorderly restaurant buildings, and entertainment structures, among others. The commercial expressions through façades, detached from the structures of the buildings, encapsulate the historical, economic, social, and cultural significance of the area’s urbanization and industrialization, reflecting broader societal meanings. Moreover, these expressions surpass the generalizations of the superficial characteristics of Korean commercial architecture to shape the distinct landscape and atmosphere of this area, setting it apart from other commercial areas in Seoul.

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