가로수길 지역의 상업성과 상업건물 입면의 변화

초록

This paper aims to reveal that the changes in the facades of commercial buildings in the Garosu-gil area, wherecommercial gentrification has occurred, are primarily driven by local commercial activity, and to reveal that the local landscapeand atmosphere are perceived as integrated with the physical elements of the city and architecture and the social and culturalelements of commercial activity. The study area includes the commercial district centered on Garosu-gil as well as thesurrounding residential areas into which commercial activities have expanded due to high rental costs in the core area. A totalof 286 commercial buildings facing the street were selected as the subjects of analysis. The study investigates changes in theurban fabric, commercial activities, and façade materials of commercial buildings. Since the late 1960s, the land readjustmentprojects in Gangnam development have produced a grid-pattern street system and small plots, on which 2 to 7 storycommercial buildings were constructed. These buildings have transformed over time in response to the development of theKorean construction industry and to economic, social, and cultural changes. The results show that façade materials havediversified over time, shifting from tiles, bricks, and stone to materials such as metal, glass, exposed concrete, exterior insulationfinish system, and decorative bricks since the 2000s. These changes represent choices made by building owners and architectsto enhance the commercial value of the buildings. Since the 1990s, the local commercial district has been shaped by activitiesrelated to fashion, beauty, entertainment, advertising, and design. Companies and shops renovate building façades or constructnew buildings to express their identities and to attract customers through commercial persuasion. Flagship stores, in particular,actively express their brand identity through their facades, and the streets become a landscape woven with social and culturalmeanings and symbols.

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