연경재

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2023
GOLDEN LATITUDE PRIZE

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연경재

Brand Story

VDC Yeon Kyung Jae's flagship store in Jungang-dong, Busan, was designed by the founder himself with the brand identity of VDC Yeon Kyung Jae and obtained the design copyright for the building.

The exterior of VDC YEONKYUNGJAE is built with a single material of red brick with three sides in the form of a gable roof, giving it a solemn weight with a modern and western image and a solemn sense of weight. On the front, the bricks were torn off to create an inverted façade that shows different flesh from the outside flesh beneath the surface. The form of the front brick masonry that reveals the bay window takes an atypical curve, creating a surreal feeling of entering an interior space that is different from the outside.

We wanted to create a surreal feeling of entering an interior space that is different from the exterior. The curve of this brick masonry, the centerpiece of the façade, echoes the lines of the hanok's atypical

The lines of the red roof and the natural lines of the traditional nougat became the motif. The interior is based on the concept of a hanok, but stuffed in the past.

We wanted to express our space that has been passed down from the past to the present, not a formalized traditional space.

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