YG Entertainment, the producers of K-Pop, engaged UNStudio to design their brand new headquarter building in Seoul, which since its completion has become a hub for fans hoping to catch a glimpse of the latest K-Pop stars.
The new HQ is located on a site that borders two very different conditions. To one side is a low-density housing area, while on the other side the HQ faces a dense network of highways and bridges and overlooks a large green park with a river.
This positioning largely informs the design with the building orientation and interior organization arranged to maximize views. The seven office levels are oriented to take best advantage of natural light as well as views over the park. Meeting and collaboration areas meanwhile face a four-storey interior atrium which also serves as a social and communal centre for the building.
The new HQ is situated directly next to the well-known existing HQ building. While the previous HQ features an interior with a ‘black on black’ concept, UNStudio’s building takes a very different approach, with brightly lit space, a range of white tones, and geometric lines. These curving lines serve a wayfinding purpose, guiding visitors to different parts of the building.
The new HQ aligns in height with its predecessor while clearly defined zones within the protective outer shell of the new building relate to its urban placement. These zones are defined from the inside, based on their particular use and interaction with the outside environment.
Towards the park, the façade features expansive areas of glazing along with balconies that provide outdoor amenity areas for building users, while doubling as shade providing elements for areas beneath. BIPV solar cells are integrated into both the southern façade as well as the roof.
From fully glazed areas the building transitions towards a fully solid façade. In the transition areas, perforation patterns and alteration of aluminium panels and glass give a glimpse of the inner workings of the building. In opaque areas, dynamic lines are used to indicated particular zones, giving a reading of the activities within.
At night, the illumination concept reveals a glimpse of the various layers within the building while expressing a quality inherent to the music and entertainment industry.
