The Chungha building had become a rotten tooth in a fast changing streetscape; dominated by single brand stores, this building contained 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 was occupied by French leather accessories label Louis Quatorze, the floors above held a wedding planners’ office, the clients’ maintenance society and two plastic surgery practices. The discretion required by 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 less architecture, and in that sense, paradoxically more honest.