[비즈한국] These days, there is a building in Seongsu-dong, Seoul, that is undoubtedly catching everyone's eye. It is the new headquarters of eyewear brand Gentle Monster (IICOMBINED). The reason eyes are drawn to the building even before it opens lies in its exterior. Beyond being a skyscraper compared to its surroundings, the shapes of its lower, middle, and upper sections all differ, making it look as if three buildings have been fused together. In particular, the upper section, extending in four directions, resembles a telescope overlooking the ordinary urban architecture or a futuristic pair of goggles from a sci-fi film. It feels as if various information is about to be displayed on the screen at any moment.
It feels a bit insufficient to simply label this appearance as 'unique.' The term frequently mentioned in various media to describe this is "Brutalism." In architecture, Brutalism is a style that was highly popular for about 20 years starting in the 1950s after World War II, aiming for rapid construction and high functionality. It is characterized by exterior expressions that appear sturdy with raw concrete left exposed; it was also widely built in the former communist bloc, which valued collective control. Now that time has passed, the context of post-war recovery has largely vanished, and the term effectively refers only to the heavy, geometric appearance created by massive exposed concrete structures. Buildings classified under this style share a commonality of exuding a significant sense of intimidation regardless of their overall size. A nearby example is the Seoul Banpo Express Bus Terminal (1981), where concrete was stacked in a pyramid shape.
Gentle Monster's new headquarters can also be considered close to Brutalist architecture in terms of its exterior. Gentle Monster has been deploying strategies that transcend public imagination in various areas, including product collections and pop-up stores. It was fully expected that such a brand would not create an ordinary building for its new headquarters, which is meant to encapsulate its brand identity. The design was handled by 'The_System Lab,' which has been expanding its presence in Seongsu-dong recently. By moving away from the typical framework of commercial architecture and focusing on the form itself as perceived from the outside and the underlying tension, a shape that even appears rebellious has been completed.
Such attempts carry two major risks. First, if ownership changes for some reason, the range of potential uses for the building is limited. Another is the sense of desolation. Brutalist buildings are overwhelming. The word 'overwhelming' carries an inhuman aspect. In other words, if it crosses a certain line, there is a risk that it will be perceived as cold and desolate architecture that leaves behind anxiety rather than affinity. When pursuing Brutalism, if the dissonance arising from repetitive massiveness is not properly neutralized, there is a high risk of creating a result that is merely bizarre and shunned by the surroundings.
Gentle Monster's new headquarters does not seem to have completely shed that dissonant image, which might feel uncomfortable to some. However, instead of repeating the same design language, it effectively disperses attention by combining completely different forms. Passing the lower section dominated by curves, the protruding lattice frames, X-shaped braces appearing in the middle section, and the curtain wall spread out based on these clearly reveal the brand identity, which is adept at combining disparate elements.
The form of the new headquarters, revealed as it nears completion, is almost identical to the conceptual renderings. Despite the aforementioned risks, an experimental building that upholds the 'difference' sought by the client has been created. It will be interesting to see what kind of landscape and stories the new headquarters, referred to as a reinterpretation of Brutalism, will create as it blends into the environment of Seongsu-dong amidst similar commercial buildings.