This brand was created to make issue the up-cycle concept for brand launching, but was only able to pursue elevation design because the building construction had already started. We started our design with focus on the fact that buildings in redevelopment zones can be substantial architectural elements. The first step was to survey redevelopment zones around Seoul. We did not count buildings outside of Seoul in order to reduce carbon emission during the delivery of the materials. Most of buildings in the area was photographed and identified.

The references were categorized chronologically, regionally, and material-wise. We explored these criterions and pulled out a data collages. The collage became a database with a new research value. The fabrication and construction process was a very important factor because the main elements involved consisted of recycled material. We developed a new fabrication and construction method in order to enhance sustainability of material and architectural intervention. This method had proved to be original and patent.

In addition, materials such as steel gates, gas pipes, handrails, and stairs were used for précising building details. Taking the statement locality: sustainability - building as new building material as a starting point and re-evaluating the definition of redevelopment, we were evidently given an opportunity to restore the memory of Seoul and exhibit the rebirth of Seoul's indigenous city culture."