Hongdae and Gangnam are Seoul’s most commercially vibrant districts. These extensive areas encompass entire administrative zones and feature a diverse array of buildings, including single-family homes, multi-family residences, shopping centers, office towers, mixed-use residential complexes, and exhibition halls. These structures are nestled among streets developed across different urban phases, ranging from broad main roads to narrow alleys.
The commercial life of Hongdae District thrives on its dynamic art scene, driven by young artists and independent musicians. Cultural expressions abound here, from street performances to vibrant murals, seamlessly blending with the residential and commercial fabric.
The openness, flexibility, and creativity intrinsic to modern art are increasingly reflected in both residential and commercial spaces. From basements to rooftops, many areas have been repurposed as venues for performances and exhibitions, with renovations and innovative designs shaping Hongdae’s distinctive architectural character.
Areuke Spa is situated in an alley within the older residential area of central Hongdae, surrounded by several low-rise buildings that have been converted into hair salons, restaurants, and cafes. Due to strict legal regulations regarding daylight access in high-density zones, the building adopts a pyramid-like inclined form, maximizing the usable space within the height limits.
As the flagship spa center of a cosmetics company, the building’s design prioritizes commercial appeal: its unique, open shape is designed to capture the attention of passersby from the surrounding streets and draw them inside.
The lower level serves as a space for product displays and skin consultations, while the upper floor hosts personalized spa treatments in a more intimate setting. The relatively high basement is designed for events and exhibitions, and the first-floor lobby doubles as a coffee shop and spa reception area. Vertically, the building transitions from public areas below to private spaces above.
The exterior load-bearing walls are constructed from plain concrete, serving as both structural support and building envelope. This material choice lends the building a raw, pure aesthetic that subtly reflects the purity of human skin. On the street-facing corners, the concrete’s high ductility allows for gentle curves, with recessed lighting grooves adding a modern color display effect.
The building is composed of a single concrete block with thick exterior walls designed to conceal interior changes, effectively isolating the commercial activities inside from the outside environment. Nevertheless, the exterior details emphasize and express the building’s commercial identity.
In commercial districts, when new tenants move in, building signage often changes, and original architectural styles and unique urban interactions may be lost. This has led to the emergence of generic commercial buildings that offer only basic structural frameworks. When such uniform buildings dominate the cityscape, they risk losing distinctiveness and recognizability amid commercial pressures.
Looking ahead, given Seoul’s continually evolving functional zoning, Areuke Spa may be replaced by other businesses such as hair salons, sushi restaurants, or cafes within a decade. Traditional architectural spaces struggle to keep pace with such rapid commercial transformations, so modern buildings require flexible spatial layouts and circulation patterns to accommodate future changes.
However, spatial flexibility does not mean compromising the building’s physical form. There remains ample opportunity to creatively engage with the surrounding environment. Ultimately, buildings shaped by commercial and brand demands must embrace adaptability to maintain relevance in a rapidly developing city.
Project Drawings
△ First Floor Plan
△ Second Floor Plan
△ Third Floor Plan
△ Fourth Floor Plan
△ Fifth Floor Plan
△ Roof Plan
△ Underground Floor Plan
△ Elevation Drawing
△ Elevation Drawing
Project Information
Architectural Design: Chiasmus Partners
Area: 456 m²
Project Year: 2021
Photographer: Namsun Lee
Manufacturer: A&L Windows, Concrete
Lead Architect: Hyun Ho Lee
Designers: Narae Yang, Hansoo Noh, Jeogwon Kim, Sungjoo Han
Interior Designer: SangHee Yoo
Building Base Area: 100.78 square meters
Building Scope: Basement 1 / 4 floors above ground
Parking Spaces: 3
Structural Engineer: ACE Consulting Engineering / JooHyun Park, Reinforced Concrete
MEP: Seungjin ENC.
Location: Gangseo-gu, South Korea
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