For 30 years, commercial buildings in the business area of a housing development district have been recklessly constructed because only their asset and investment values were considered without recognizing the building's relationship with public interest and environments, which has culminated in the Korea's unique program of officetels. Officetels are residential spaces thoroughly alienated from the surrounding urban area as they are located in the commercial area, and just the tool constructed by the endless economic logic without addressing the issue of public spaces, which inevitably causes a number of problems.

Apart from a usual building out of a simple economic logic, we aim to create a new landscape and space. [Land Analysis and Mass Process] We needed a prerequisite that the building should create the images of surrounding commercial buildings constructed later as this building would be the first in the business area of a housing development district. We intended to show a symbolic image that displayed the value of a simple volume in the middle of the chaotic urban environment including flooding neon signs illuminated from nearby commercial properties.