Seoul‘s “Surreally so Real” Challenges Commercial Architecture Norms with City-Integrated Design
Seoul, South Korea – A new commercial building in Hongdae, dubbed “Surreally so Real” and designed by FHHH friends, is challenging conventional architectural approaches to maximize profit in dense urban environments. The project,completed in 2022,deliberately moves away from the typical prioritization of storefront exposure and instead introduces a “buffer zone” between the interior and the city,allowing public space to flow into the building.
Hongdae, a district known for its vibrant arts and entertainment scene, is characterized by commercial structures that frequently enough feature minimal separation between interior spaces and the street, creating a stark divide between public and private realms. “Surreally so Real” offers an option, drawing on conventional architectural principles that emphasize spatial negotiation over pure market efficiency. This approach aims to redefine the relationship between commercial spaces and the urban fabric,perhaps influencing future developments in similarly dense areas. the project was photographed by Kim Kyungtae.
The design directly confronts the limitations imposed by commercial pressures, where maximizing rent often dictates building form. Moast buildings in the area prioritize visibility, resulting in thin walls and expansive show windows.FHHH friends’ project intentionally disrupts this pattern by creating a transitional space,blurring the lines between the interior and exterior and inviting the city to become an integral part of the building’s experience. This strategy seeks to foster a more engaging and integrated urban habitat.