A P A R T M E N T City, Seoul RE.PLACE.ING by Apartment 70 Lee, Chung Kee Documentary of Seoul that is replaced by apartment Seoul has been noted for

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1 A P A R T M E N T City, Seoul RE.PLACE.ING by 70 Lee, Chung Kee Documentary of Seoul that is replaced by apartment Seoul has been noted for its beautiful scenery comprised of surrounding mountains such as Bugaksan, Inwangsan, Eungbongsan, Mongmyeoksan, and Gwanaksan, and many rivers such as Hangang, Cheonggyecheon, Jungnangcheon, Hongjecheon, Anyangcheon, and Tancheon along with the historic villages, which have been built and thrived for hundreds of years. However, since its first construction of apartments in the 1930 s, and after its rapid industrial expansion in the 1970 s and 1980s, many historical and traditional parts of Seoul, including hanok houses and small alleys, were changed and erased by an exploding number of apartments built in Seoul. In only 30 years, apartments have occupied everywhere in Seoul, including mountain and river areas, and they have become Korea s representative residential housing type and a major element of cityscape. The major causes of such drastic changes include political and social factors (an intensified housing supply policy to boost the nation s economy; high-dense population resulting from urbanization; nuclearization of families; and expansion of the middle class), as well as economic factors expecting profitability from the construction of apartments. The housing supply ratio is already over 100 percent, and the ratio of apartment accounts for 60 percent of the total residential housing. As a result, the supply of apartments in Seoul amounts to 1,381,252 units, which is about 1/2 of the circumference of the earth and about 3 times of radius of the earth. The current landscape of Seoul reminds us of Emmental cheese riddled with holes. Literally, we can call Seoul as an apartment city. However, this situation is not all that negative, because apartments in Seoul have evolved into a universal lifestyle which can accommodate an active urban life. We have documented various aspects of apartments, both negative and positive. For this exhibition, we put out some of the documents. The exhibits consist of five segments: <The Beginning and Change of s>, <The Uniformity and Diversity of s>, <The Commercial Viability of s> <s and Culture>, and < Landscape>. Additionally, the contents of the exhibition include spatial, temporal, quantitative changes and statistics of apartments; various aspects within uniformity; creation of brand names and advertisements introduced to sell the image of apartments, rather than the quality contents of apartments; the culture of apartments penetrated into movies, poems, novels, songs, and internet social networks; and Seoul s cityscape dominated by apartments built in hillside areas and along the rivers, erasing the trace of old traditional neighborhoods. 71

2 s, Replace 아파트, 대체되다 아파트로대체된서울의기록들 The Beginning and Change of s 아파트의시작과변화 서울은예로부터북악과인왕, 응봉, 목멱, 관악등으로대표 고규정하기에부족함이없다. 그러나이러한상황을단순히 In 1930, apartments were gradually supplied with the 1930 년미쿠니아파트에서시작해느리게진행되어온아파 되는크고작은산과한강, 청계, 중랑, 홍제, 안양, 탄천등의 부정적시각으로만보기에는서울에아파트가너무많이보 start of Mikuni. After then, the supply of 트공급이우리의전통적삶의양식을급속하게허물고폭발 여러하천, 그리고이들산과강을배경으로수백년간터를 급된상태다. 전통적삶을대체하는단순한양상을넘어이 apartment went slow, but during the 1970s, the sup- 적으로팽창하게된과정은 1970 년대이후한국의압축적경 잡고형성된마을들이아름다운풍경으로어우러진도시였 미도시적생활을적극적으로수용하는보편적삶의형식뿐 ply was increased rapidly with the growth of Korean 제성장역사와그궤를같이한다. 그동안획일적삶의구조 다. 그러나일제강점기인 1930 년에최초의아파트가지어진 만아니라한편으로는세계적으로유례없는독창적인형식 economy. Despite a negative view about monotonous 에대한부정적시각에도불구하고내집마련을통한부의 이후 1970~80 년대급속한산업화를거치면서서울의아파 으로진화하고있다. apartment architecture, the majority of Seoul residen- 축적이라는개인의목표와주택공급을통한경기부양, 정치 트는한옥과골목등시민들의소중한삶의기록을한순간에 따라서지금도활발하게대체되고있는서울의아파트에대 tial areas are now occupied by apartments, partly due 적계산을앞세운정부의아파트공급일변도정책에힘입어 지워버리며폭발적으로팽창했다. 아파트는불과 30 년만에 한긍정적, 부정적상황 - 그러나긍정, 부정에대한판단은 to the results of real estate speculation by individuals 이제서울은더이상아파트가들어설자리가없을정도로포 서울의산과강을포함한모든곳을점령했고, 이제는서울 관람자의몫으로넘긴다. - 과시민의일상적삶의다양한 and the government s housing policy to boost economy. 화상태가돼가고있다. 인구와주택에관한각종통계자료 과대한민국을대표하는주거형식과도시경관의주된요소 양상과기록을본전시에담고자한다. 이를위해 < 아파트의 The supply of apartments in Seoul has reached almost 를통해서울의아파트공급량이지구둘레의 1/2, 지구반경 로자리잡았음을부인할수없는지경에이르렀다. 이같은 시작과변화 >, < 아파트의획일성과다양성 >, < 아파트의상업 1,381,252 units (the total area of the units is km²), 의 3 배로파악되는것은양적변화의극히일부분일뿐이다. 급격한팽창은경기부양을위한단기간의주택공급정책, 성 >, < 아파트와문화 >, < 아파트의풍경 > 이라는 5 개부분으로 and the length of total apartment is about 1/2 of the 그리고뉴타운이라는이름의주택재개발정책은전통적삶 도시화에따른인구과밀, 핵가족화, 여권신장, 중산층확대 구성했다. 전시에는아파트의시간적, 공간적, 양적변화와 circumference of the earth. However, theses figures 의터전을단기간에무너뜨리며지금도여러곳의시간과공 등의정치 사회적인요인과더불어아파트가제공하는편의 통계, 획일성속의다양한모습, 내용보다는이미지를팔기 are only small part of quantitative changes. The hous- 간을수년만에변화시키며여전히진행중이다. 결국아파트 성, 그리고수익성을기대하는경제적요인등이주요원인 위해아파트에접목한브랜드와광고, 그리고영화, 시, 소설, ing re-development policy implemented under the 단지를위해옛도시조직을지워버린서울은구멍뚫린치즈 으로분석된다. 주택보급률이이미 100% 를넘어섰고주거 노래, 인터넷동호회에까지침투해부지불식간에일상을잠 name of New Town Projects has gotten rid of several 의형상이되었다. 그럼에도불구하고아파트의질적변화는 형태중아파트비율이 60% 를차지하면서서울의아파트는 식하고있는아파트의문화적역할, 산을포위한채강을따 traditional neighborhoods in a short period of time. The 기업의치열한경쟁에힘입어지속적으로발전해단독주택에 지구둘레의 1/2 에해당하는양적기록을나타내고있다. 이 라진을치고옛마을을점령한서울의아파트풍경등에대 policy is still in progress, changing the space of Seoul 서도실현하기어려운다양하고편리한기능을제공하고있 렇듯한옥과골목으로대표되던전통적삶의양식이아파트 한다양한모습을포함할것이다. drastically. The current landscape of Seoul reminds us 으며외출한상태에서도집안의모든상황을제어하는기술 로대체된서울의현재상황은흡사구멍뚫린에멘탈치즈 of Emmental cheese riddled with several holes. Nev- 을도입하는등편의성이극대화되었다. 그뿐만아니라그간 를떠올리게한다. 그런만큼현재의서울은아파트도시라 ertheless, the quality and variety of apartments have 급속하게진행된아파트단지의팽창에대한반성으로보존 been improved through intense competition among 과개발의균형점을찾고있고아파트의획일적삶의구조를 construction companies. Compared with detached 개선하기위한다양화, 도시조직보존, 공공성확보등의노 housing, apartments are equipped with many com- 력을기울이고있는점은매우다행이라할수있다. munity convenient functions, which can accommodate modern people s hectic lifestyle. The Seoul Government is now taking appropriate measures to balance between development and preservation from the mistakes made during the reckless development of apartment complexes. Efforts are also made to improve the diversity of apartments, to preserve urban heritage, 72 and to secure public welfare. 73

3 s, His Story - History of s 아파트, 그의이야기 - 아파트의역사 Banpo 반포아파트 Dongbuichon-dong 동부이촌동아파트 Korea s first introduction of pre-sale system for an apartment size of 165m² Korea s first apartment in the district south of the Hangang 강남지역최초의아파트 Korea s first installment of the district heating system 지역난방시스템 Ilsan New Town 일산신도시 사전분양제도도입 165 m2의맨션 Mikuni at Hoehyun-dong 회현동미쿠니아파트 Korea s first apartment 한국최초의아파트 Residence for Jongam 종암아파트 Korea s first apartment after Korea s liberation from Japan 해방이후한국최초의아파트 Korea s first installation Mapo 마포아파트 Korea s first apartment complex 최초의단지형아파트 Individual hot-water heating system Dongbuichon-dong Public Official 동부이촌동공무원아파트 The best apartment of district north of the Se-un Commercial 세운상가아파트 The first multi-used Yeouido Sibum 여의도시범아파트 Korea s first high-rise Namsan Foreigner 남산외인아파트 Korea s first installment of the hot-water system 온수난방방식적용 Dunchon 둔촌아파트 Korea s first apartment built in various unit plans 다양한평형 The mixed site plan a five-story and a Olympic Village 올림픽선수촌아파트 The international design competition 국제현상설계공모 Fourth-largest Bundang New Town 분당신도시 The large scale Newtown of south and north of Gyeonggi 경기남북지역의대규모신도시 Korea s first construction of high- Lotte Castle 롯데캐슬 Korea s first Brand Daelim e- Pyeonhansesang 대림 e 편한세상 Popularization of Brand naming of apartments by Japanese employees 일본인직원거주 of flush toilet 최초로수세식변기설치 installed 개별온수난방 Hangang 강북최고의주택단지 apartment 주상복합의효시 apartment complex 최초의고층단지 Rooftop heliport installed 옥상헬리포트설치 ten story 5층과 10층의복합배치 of the masterpiece 걸작건축물 20선중 4위 rise apartments 고층아파트시대주도 of 최초의아파트브랜드 construction companies 건설사의아파트브랜드대중화 s The Japanese Colonial Rule _ 일제강점기 1960s The Concept of s Established _ 아파트개념의정착 1970s Popularization and Declension of _ 아파트의대중화와격변화 1980s The Boom for and Evolution _ 아파트붐의조성과진화 1990s High Density of _ 아파트의고밀도화 2000s Brand of _ 아파트브랜드화 Mikuni Hiltop Guemhwa Simin Wawoo Hoehyeon Simin Hangang Mansion Jamsil Sanggye Suwon Jeongja District Dogok-dong Ubiquitous at Naeja-dong 힐탑아파트 와우아파트 잠실아파트 상계아파트 수원정자지구 Tower Palace in 내자동미쿠니아파트 The first apartment 금화시민아파트 Collapse in 회현시민아파트 한강맨션아파트 Application of Residen- Korea s highest apart- The first lease 도곡동타워팰리스 유비쿼터스아파트 Residence for Japanese employees 일본인직원거주 of only for foreigners 최초의외국인전용공동주택 Korea s first installment of elevators 엘리베이터등장 Korea s first public apartment (for lowincome people) 최초의시민아파트 붕괴 Blemish on poor construction 부실공사의오점 Unique structure Courtyard, Bridge 중정, 구름다리등의독특한구조 Korea s first installment of the Korea s biggest apartment complex at the time, symbolizing wealth 당시최고의평수 부의상징 으로여겨짐 tial neighborhood unit 근린주거단위 적용 ments at the time 당시 25층의최고높이 apartment complex 최초의국민임대단지 Korea s first highgrade multi-use high-rise apartment 고급주상복합아파트탄생 Realization of Tower in the Park Introduction of home automation system 홈오토메이션시스템도입 ( 현관, 가스, 전기등시스템통합제어 ) Yurim 유림아파트 Rental purposes 임대사업목적 central heating system 최초의중앙집중식난방 Korea s first model housing 최초의견본주택등장 Abgujeong Hyundai 압구정현대아파트 Korea s first apartment constructed by private enterprise 최초의민간업체아파트 Residence of the upper class Asia athlete s Village 아시아선수촌아파트 The international design competition 국제현상설계공모 with Pilotis 필로티구조 녹지위의고층주거실현 74 상류층거주단지 75

4 s, set a remarkable Record - The quantitative Changes and Documentary of s 아파트, 기록을세우다 - 아파트의양적변화와기록 Housing Distribution Rate 주택보급률 unit : % _ 단위 : % Source: Ministry of Construction and Transportation _ 출처 : 건설교통부 The Number of s in Seoul 서울시자치구별아파트가구수 Total Length of s in Seoul 서울시아파트의총길이 unit : km _ 단위 : km Source: National Statistical Office, Housing Policy Division _ 출처 : 통계청인구조사과, 주택정책과 The height of s by district in Seoul 서울시자치구별아파트총높이 The height of apartments in Gangseo-gu is the highest in Seoul 서울시자치구중강서구의아파트총높이가가장높게나타남. The total height of apartments in Seoul is equivalent of 17 times the height of Everest Mountain!! 서울시아파트의총높이는에베레스트산높이의 17배이다. Total Length of in Korea 대한민국아파트세대폭의총합 Total Length of in Seoul 서울시아파트세대폭의총합 76 77

5 Total Value of s in Seoul 서울시아파트가격의총합 The Amount of s Concrete in Seoul 서울시아파트콘크리트의총량 Total Area of Seoul: 605,300,000m² _ 서울시면적 : 605,300,000 m2 Total Area of Seoul s s: 7,827,840m² _ 서울시아파트면적 : 7,827,840 m2 The Average Property Value of Dwellers in Seoul 서울시아파트거주자의평균재산 The Price Change per Square Meter of in Seoul 서울시아파트의단위면적당가격변화 78 79

6 s, Replace - Past and Present View of Districts from Satellites 아파트, 대체되다 - 위성지도로보는서울의지역별과거와현재모습 Source : National Geographic Information Institute _ 출처 : 국토지리정보원 Seoul, city Complex Distribution of Seoul 서울, 아파트도시가되다 서울시아파트단지분포 1800 Suseonjeondo _ Map of Seoul during the Joseon Dynasty period 수선전도 ( 조선시대 ) 1900 Gyeongseongbu gwannaedo _ Map of Seoul District during the Japanese Colonial Period 경성부관내도 ( 일제강점기 ) Complex of Seoul in 2010 서울시아파트단지 (2010) Jamsil-dong, Songpa-gu _ 송파구잠실동 Sanggye-dong, Nowon-gu _ 노원구상계동 We called 'New Town' - Ongoing Redevelopment Complex in Seoul 현재진행중인서울시재개발아파트단지 - 뉴타운 Eunpyeong New Town _ 은평뉴타운 1 Eunpyeong 은평 2 Gireum 길음 3 Gireum(expansion) 길음 ( 확장 ) 4 Wangsimni 왕십리 5 Donuimun 돈의문 6 Hannam 한남 7 Jeonnong, Dapsimni 전농, 답십리 8 Junghwa 중화 9 Mia 미아 10 Mia(expansion) 미아 ( 확장 ) 11 Gajaeul 가재울 12 Ahyeon 아현 13 Sinjeong 신정 14 Banghwa 방화 15 Noryangjin 노량진 Yeongdeungpo 영등포 17 Cheonho 천호 18 Susaek, Jeungsan 수색, 증산 19 Singil 신길 20 Bugahyeon 북아현 21 Geoyeo, Macheon 거여, 마천 22 Imun, Hwigyeong 이문, 휘경 23 Sanggye 상계 24 Jangwi 장위 25 Sillim 신림 26 Heukseok 흑석 27 Siheung 시흥 28 Changsin, Sungin 창신, 숭인 Gileum New Town _ 길음뉴타운 29 Cheongnyangni 청량리 30 Mia(2) 미아 31 Hongje 홍제 32 Hapjeong 합정 33 Garibong 가리봉 34 Guui, Jayang 구의, 자양 35 Sangbong 상봉 36 Cheonho(2), Seongnae 천호, 성내 에멘탈치즈형상 The Area of Seoul 서울시면적 100% 27.4% 10.5% Nature Environment in Seoul 서울시자연환경 complex in Seoul 서울시의아파트단지 (2010) Like a Emmental Cheese by Complex

7 s, Evolve 아파트, 변화하다 The Uniformity and Diversity of s 아파트의획일성과다양성 Repetition - Site Plans 같은유형을늘어놓다 배치 s used to be built in a uniform, linear ar- 아파트는같은평면형식이수평, 수직으로적층되는구조적 rangement using the basically same floor plan, stacking 형식에따라개인의생활이규정지어지는획일적삶의구조 it vertically and horizontally. Several horizontal ar- 라할수있다. 동일한유닛을수평으로연결하여 2 호, 4 호, 6 rangements of units built in a 15-story high vertical ar- 호등의수평적조합과평균 15 층이상의수직적조합으로 1 rangement form one apartment building. The distance 개의동을구성하고, 각동을법적규정에따른거리를유지 between apartment buildings and between buildings 하며수익성이극대화되도록열을지어획일적으로배치하는 Lotte Castle Liebe Daedong Saseum Sungwon Choan and property lines must follow local ordinances and 것이가장일반적인방법이었다. 또한절대적으로남향을선 롯데캐슬리베아파트 대동아파트 사슴성원아파트 초안아파트 building codes. To maximize profitability, most apart- 호하는국민성에맞춰 ㅡ 자형의판상형아파트를남향으로 ment builders arranged apartments uniformly and 배치해모두획일적인형식을띠었다. 이같은방식으로지난 linearly. To accommodate Korean people s preference 30 년간지어진것이서울의아파트였고, 이것은한동안아파 for south-facing houses, plank-type south-oriented 트의콤플렉스로작용했다. 그러다최근에는방향보다는경 apartments arranged in a ㅡ shape have been built the 관과친환경을중요시해획일화를탈피하기위한 ㄱ, ㅅ, most, for the last 30 years. However, as more people ㄷ 자형등의다양한배치와발코니와단위평면의구조에 value a view from an apartment than south-facing 변화를준평면, 입면을적용한아파트가계속해서선보이고 Woonam Prumia Gaebong I PARK Hyundai Daecheong ones, diverse arrangements of units in the ㄱ, ㅅ, and 있다. 아울러외부공간에서는지붕과옥탑, 발코니, 우편함, 우남푸르미아아파트 개봉 I PARK 아파트 현대아파트 대청아파트 ㄷ shapes are being tried. To break away from spatial 1 층출입구, 경비초소, 주차장출입구등의부속시설을차별 uniformity, various floor plans and elevation types have 화하고세대내부공간에는거실에서재를만들거나안방옆 been created by changing the structure of balconies 에남성전용공간을설치하기도하고주부를위해주방에컴 and unit plans. Additionally, differentiated facilities 퓨터를들이거나발코니에부속주방을배치하기도하며실 (roof, rooftop, balcony, mailbox, first-floor communal 내정원, 독서공간, 장독대등으로활용하기도한다. 게다가 entrance, guard post, parking entrance etc.) are provid- 욕실에세족, 좌욕, 반신욕등의공간을설치하는등아파트 ed outside of the apartments. As for interior amenities, apartment builders install a study room in the living 의단점으로부각된콤플렉스극복을위한노력이큰효과를보이고있다. 이는시공회사들이소비자의선택을유도하기 Woosung Character Vill 우성캐릭터빌 Heunghwa Brown Ville 흥화브라운빌 Gaenari Prugio 개나리푸르지오아파트 Daechi I PARK 대치 I PARK 아파트 room, a male-designated space in the master bedroom, 위해경쟁적으로독창적이고다양한제안을시도하고있기 a computer in the kitchen, and an auxiliary kitchen in 때문이다. the balcony so that housewives can use it as an interior garden, a reading room, or a pot storage room. Some builders even install a space for a foot bath, hip bath, or lower-body bath. Such transformation of apartments has been possible as apartment builders are willing to try new things to widen consumers choice. Dongyang Paragon 동양파라곤아파트 Samseong-dong I PARK 삼성동 I PARK 아파트 Ramian Greaten 래미안그레이튼아파트 Dongbu Centre Ville 동부센트레빌아파트 82 83

8 The Floor Plan, change - The Change of Floor Plan by Year 평면, 변화하다 - 연도별평면의변화 Uniformity - Elevation Types 획일적이되다 - 입면들 Jongam 44.3m² 종암아파트 Mapo 39.6m² 마포아파트 Hangang Mansion 105.6m² 한강맨션아파트 Gyeongbok 138.6m² 경복아파트 Gyeongnam 194.7m² 경남아파트 Woosung 106.5m² 우성아파트 Daechi Raemian 85.7m² 대치래미안아파트 Daechi I PARK 111.3m² 대치 I PARK 아파트 Try to Change Variety of Floor Plan Types 달라지려고노력하다 다양한평면 Gangnam Paragon 203.9m² 강남파라곤아파트 e-pyeonhansesang 166.2m² e- 편한세상아파트 I PARK 108.2m² I PARK 아파트 Hanjin Rosehill m² 한진로즈힐아파트 Dongyang Paragon Daechi I PARK Gyeongnam Jugong high-rise m² 동양파라곤아파트 m² 대치 I PARK 아파트 105.8m² 경남아파트 117.9m² 주공고층아파트 84 85

9 Details of 아파트의세부요소 Restricted Access - Guard Post 출입을통제하다 - 경비초소 Occupy Rooftop - Water Tank 옥상을점령하다 - 물탱크 Cars hidden in the basement - Basement Parking Entrance 자동차, 지하로모습을감추다 - 지하주차장출입구 A byword for uniform - Balcony 아파트획일성의대명사 발코니 Pitched Roof, Flat Roof, Winged Roof - Roofs 경사지붕, 평지붕, 날개지붕 지붕 Anonymity, Where is your house? - Mailbox 아파트의익명성 당신의집은어디입니까? - 우편함 86 87

10 The various Living Space of 아파트생활공간의다양성 Coming in and out of common Entrance First-floor communal Entrance 한곳으로출입하다 1 층공동출입구 Make a Park - Outside of s 공원을만들다 - 아파트의외부공간 Trail in Complex 산책로 2 Open Space 광장 3 Water Space 수변공간 Playground 놀이터 5 Sport Space 운동공간 Diversity? Uniformity? - Entrance Door 다양성? 획일성? - 현관문 Maximized Convenience - Inside of 편의성을극대화하다 - 아파트의내부공간 Living Room 거실 2 Bathroom 욕실 3 Study Room 공부방 Diversity? Uniformity? - Doorbell 다양성? 획일성? - 초인종 B: BELL _ V: VOICE _ C: CAMERA _ F: Fingerprint Rock Library 서재 5 Bed Room 침실 6 Dressing Room 드레싱룸 7 Kitchen 부엌 New Endeavors - Evolution of the Inside of 새로운시도를하다 - 아파트의내부공간의발전 B B B+V B+V B+V B+V+C B+V+C B+V+C B+V+C F Living-room and madang of Hanok 한옥아파트의거실과중정마당 2 Indoor Garden 발코니실내정원 3 Library in Balcony 발코니서재 4 Library in Dining Room 식당겸서재 5 Library in Master Room 안방내서재 88 89

11 s, become Entertainers 아파트, 연예인이되다 s share its history with Newspapers - Newspaper Advertising of s 아파트, 신문과역사를같이하다 - 아파트신문광고 Commercial Viability of s 아파트의상업성 The number of apartments in Korea is now the world s highest and the branded apartments are the world s first ever. In the beginning, advertisers started to use the names of construction companies as apartment names, but later, more property developers competitively adopted apartment brand names to represent their company image, now the sales of apartments cannot be generated without using brand names. Such names signify largely wellbeing, health, nature, royal, noble, information, knowledge, culture, art, family, harmony etc. builders even start hiring famous people (typically entertainers or actors) in their ads to boost apartment sales by associating the image of entertainers with the brand value of construction companies. The widespread use of branded apartments is nothing more than a shrewd advertising strategy to attract consumers. 서울뿐만아니라대한민국의아파트총량은세계적으로도유례없는진기록이지만아파트에브랜드를도입한것역시그러하다. 도입초기에는단순히신문광고나방송광고에시공사의이름을아파트의명칭으로사용했다가모든시공회사가경쟁적으로차별화한브랜드네이밍을선보이면서지금은브랜드가없으면분양이안될정도로브랜드자체가아파트의대명사가되었다. 대표적인아파트브랜드는웰빙과건강, 자연을표현하는것, 왕족이나귀족신분을나타내는것, 정보나지식을의미하는것, 문화예술을나타내는것, 가정이나화목을표현하는것등으로분류할수있다. 이들브랜드는다시연예인이나예술가등을광고에등장시킴으로써시공사의시공능력과아파트신뢰도를인기연예인의이미지로부각함으로써분양마케팅과연결하고있다. 따라서아파트브랜드는고객으로하여금아파트가지향해야할꿈과의지를연예인의이미지로대신설명하는고도의전략이라할수있다. Flood of Branded - Brand 아파트브랜드의홍수 - 아파트브랜드 The Meaning of Brand Name 브랜드명칭의의미 History of Newspaper Advertising 신문광고의역사 2 Daily Donga 1970 동아일보 3 Maeil Kyeongje 1985 매일경제 4 Daily Kyunghyang 1976 경향일보 5 Daily Chosun 1990 조선일보 90 91

12 Used as Cultural Space - The Housing Cultural Center of Construction Company 문화공간으로이용되다 - 시공회사별주택문화관 s, become Entertainers - Construction Company / Brand / Image / Entertainer 아파트, 연예인이되다 - 시공회사 / 브랜드 / 이미지 / 연예인 Outside of the Housing Cultural Center 주택문화관외부 Samsung Raemian 삼성래미안 2 Hyundai Hillstate 현대힐스테이트 3 Daewoo Prugio 대우푸르지오 Daelim e Pyeonhansesang 대림 e 편한세상 5 GS Xi GS 자이 6 Lotte Castle 롯데캐슬 7 Kumho Oulim 금호어울림 Dongbu Centreville 동부센트레빌 9 Doosan We ve 두산위브 Inside of the Housing Cultural Center 주택문화관내부 Housing Culturral Exhibition _ 주택문화전시 1 Living Room 거실 2 Bathroom 욕실 Study Room 공부방 4 Bathroom 침실 Event Cultural Space _ 이벤트문화공간 Book Cafe 북카페 2 Art hall 아트홀 3 Kids zone 놀이방 4 Outdoor Space 옥외공간 5 Service Area(Lounge) 휴게공간 92 93

13 s, become Culture 아파트, 문화가되다 s, sing history - Songs about s 아파트, 시대를노래하다 - 아파트관련노래 and Culture 아파트와문화 A book called Republic written by Valerie Gelezeau was once the talk of the town. Even in the eyes of foreigners, Korean apartments have become a heated issue, and they have already penetrated deeply into people s daily life. It doesn t seem unfamiliar any more to hear the claims that a typical Korean housing is no longer hanok houses but apartments. It has been proven through frequent appearances of apartment as titles, background, or main character in various literatures and media such as poems, songs, movies, books, Internet, and even in the academic research papers. 프랑스의지리학자발레리줄레조가쓴 아파트공화국 이라는책이화제가된적이있다. 외국인의눈에도화젯거리가된서울과한국의아파트는숱한문제제기에도불구하고이미일상생활의대부분에깊숙이침투해영향을주고있다. 이제한국인의대표적주거는한옥이아니라아파트라는주장이더이상이상하게들리지않은지는오래되었다. 수많은연구부터시, 소설, 노래, 영화, 책, 인터넷등에서도아파트가제목으로, 배경으로, 혹은주인공으로등장하고있는것은이에대한명백한증거일것이다 Song by Yoon, Su Il 아파트 노래 : 윤수일 2 My home Song by MC Sniper 우리집 노래 : MC 스나이퍼 3 The song to my daughter Song by TOY 딸에게보내는노래 노래 : 토이 4 Happy birthday Song by Yozoh Happy birthday 노래 : 요조 5 Departure Song by Jaurim 일탈 노래 : 자우림 6 Humming hand in hand Song by Jaejoo Boys with Yozoh 손잡고허밍 노래 : 재주소년 with 요조 7 Remember that give a piggyback to you Song by Band of Kim, Chang Wan 너를업던기억 노래 : 김창완밴드 8 Bom Bom Song by Delispice 봄봄 노래 : 델리스파이스 9 2AM (Hover) Song by Dopesun & Logicx 2AM ( 서성거리다 ) 노래 : 돕선앤로직스 10 Romance of man and woman Song by Half Bros 그남자그여자의로맨스 노래 : 배다른형제 11 Coca-cola Song by Ahn, Chi Hwan 코카콜라 노래 : 안치환 12 Get Away Song by Jiggy Fellaz Get Away 노래 : 지기펠라즈 s, along Poems and Novels - Poems and Novels about s 아파트, 시와소설속을거닐다 - 아파트관련시 Poem 시 1 The modern poet live in apartment Bae, In Hwan 현대의시인은아파트에살고 배인환 2 A grain of sand Jeong, Yong Won 모래한알 정용원 3 Rediscovery of the flower Gil Ryung 꽃의재발견 길륭 4 The rainy day Lee, Kyeong Im 비오는날 이경임 5 Father drive a nail Song, You Ja 못박는아버지 송유자 6 Drawing in the rainy season Han, Min Jeong 장마철소묘 한민정 7 The city of black plastic bags Mun, Sung Hae 검은비닐봉지들의도시 문성해 8 The pay day of mother You, Jeong Tak 어머니의봉급날 유정탁 9 In apartment Yeom, Hong Cheol 아파트에서 염홍철 10 Auraji, this world of woe and tumult Lee, Jun Hoo 아우라지, 이풍진세상 이준후 11 Wawoo apartment Kim, Kwang Seop 와우아파트 김광섭 Novel 소설 Reasonable Choi's Life in by Choi, Sun Duck 최씨부부의어처구니있는아파트살이 최순덕 2 Sandwich by Jeong, Jin Yeop 샌드위치아파트 정진엽 3 APartment by Kang Pul 아파트 - 강풀 4 The Guard of by Lee, Eung Soo 아파트경비원 이응수 5 The Flower Garden of by Lee, Sang Kwon 아파트꽃밭 이상권 94 95

14 Research on s - Books about s 아파트, 분석되다 - 아파트관련단행본 s, become background of movies - Movies about s 아파트, 영화의배경이되다 아파트관련영화 Sociology 사회학 Mad about by Jeon, Sang In 아파트에미치다 전상인 2 Romantic by Huh, Ui Do 낭만아파트 허의도 3 Republic of by Vale'rie Gele'zeau 아파트공화국 - 발레리줄레조 4 History of in Korea by Jang, Lim Jong 대한민국아파트발굴사 장림종 5 Cultural History of by Park, Cheol-soo 아파트문화사 - 박철수 <The Stray Bullet> < 오발탄 > 1961 Property 부동산 <Romance Grey> < 로맨스그레이 > The Living White Paper of Property by Dr. 부동산생활백서 - 닥터아파트 2 No.1 of in Korea by Speed Bank 대한민국아파트넘버원 - 스피드뱅크 3 Republic of float on the Sea by Kim, Sung Hyun 바다에뜬아파트공화국 김성현 4 The complete Conquest of Investment by Kim, In Man 아파트투자완전정복 김인만 5 Age is Over by Yang, Ji Yeong 아파트시대끝났다 양지영 s, built on the Internet - The Internet Community of s 인터넷에집을짓다 아파트의인터넷커뮤니티 <When Night Falls at Myeongdong> < 명동에밤이오면 > 1964 <The Stars Heavenly Home> < 별들의고향 > Lotte Castle Community 롯데캐슬커뮤니티 2 Daewoo Prugio Community 대우푸르지오커뮤니티 3 SK View Community SK뷰커뮤니티 4 Kumho Oullim Community 금호어울림커뮤니티 5 Samsung Raemian Community 삼성래미안커뮤니티 6 GS Xi Community GS 자이커뮤니티 7 Daelim e-pyeonhansesang Community 대림 e-편한세상커뮤니티 8 Hyundai Hillstate Community 현대힐스테이트커뮤니티 9 Posco The # Community 포스코더샵커뮤니티 10 Dongbu Asterium Community 동부아스테리움커뮤니티 11 Geukdong Community 극동아파트커뮤니티 12 Sungwon Santeville Community 성원상떼빌커뮤니티 <Barking Dogs Never Bite> < 플란다스의개 > 2000 <Sorum> < 소름 > 2001 <> < 아파트 >

15 s, Invasion 아파트, 점령하다 s, have become everyday life - Everyday Life of People 아파트, 일상이되다 아파트사람들과일상 Landscape 아파트풍경 s are dominating the landscape of Seoul. Even at this very moment, they are fighting furiously to tower over the landscape in 23 areas in Seoul and waging guerrilla warfare in several other places. Fighting against such powerful apartments can be very frustrating. The resistance forces of Seoul have managed to defeat apartments once or twice in the past, but most of the time, they could only delay the march of apartments through fierce resistance, and after awhile, apartments have eventually won the war. There is nothing that predicts the future better than the past. It is no exaggeration to say that Seoul is basically conquered by apartments. In a short period of time, apartments have occupied big and small mountains such as Bukhansan, Bugaksan, Gwanaksan, Inwangsan, Ansan, Cheonggyesan, Buramsan, and Daemosan, as well as streams and rivers such as Hangang, Jungrangcheon, Hongjecheon, Anyangcheon and Tancheon. Places with a good view surrounded by mountains and rivers were quickly seized by apartments. s are everywhere in Seoul, even in small alleys. 아파트가서울을점령하고있다. 지금도 23곳에서큰싸움을치르고있고, 그외에도여러곳에서게릴라전이벌어지고있다. 서울의저항군이아파트와대적한다는현실은어쩌면무모한싸움일는지도모른다. 아파트가저항군에게패배한경우는한두번뿐이고더러는격렬하게저항해시간을지연시키기도하지만대부분시간이지나면종국에는아파트가승리하고마는과거의전적이그결과를예측하게해주기때문이다. 따라서서울은이미아파트에점령당했다고해도과언이아니다. 짧은기간동안아파트는북한산, 북악산, 관악산, 인왕산, 안산, 청계산, 불암산, 대모산등크고작은산을이미포위했고한강과지천인중랑천, 홍제천, 안양천, 탄천등을따라길게진을친지오래다. 산좋고물흐르는경치가좋은곳은모두아파트가들어앉아요충지로만들었을뿐만아니라주요거점과길목마다어김없이아파트가지키고있어이제서울의어디에서도아파트를피할곳은없게됐다. Looking in the inside of s - Inside of (Moving Picture) 아파트의안을들여다보다 아파트내부풍경 ( 동영상 ) Inside of Complex _ 아파트단지내부 Unfamiliar Landscape - Coexistence of s and Detached Houses 낯선풍경이되다 아파트와단독주택의공존 98 99

16 s, become a Dinosaur - Mega Complexes 아파트, 공룡이되다 대규모아파트단지 s, around the Mountain 산을포위하다 Mok-dong, Yangcheon-gu _ 양천구, 목동 Banpo-dong, Seocho-gu _ 서초구, 반포동 Sanggye-dong Buramsan(Mountain) _ 상계동, 불암산 Sanggye-dong, Nowon-gu _ 노원구, 상계동 Jamsil-dong, Songpa-gu _ 송파구, 잠실동 Siheung-dong Gwanaksan(Mountain) _ 시흥동, 관악산 Bundang, Gyeonggi-do _ 경기도, 분당 Ilsan, Gyeonggi-do _ 경기도, 일산 Jingwan-dong, Eunpyeong-gu _ 은평구, 진관동 Gireum-dong, Seongbuk-gu _ 성북구, 길음동 Hongje-dong Inwangsan(Mountain) _ 홍제동, 인왕산

17 s, along the Hangang 한강을따라진을치다 Wonhyo-ro, Yongsan-gu _ 용산구원효로 4 The Present Situation of along the Hangang _ 한강변아파트현황 6 2 Ichon-dong, Yongsan-gu _ 용산구이촌동 3 Deungchon-dong, Gangseo-gu _ 강서구등촌동 5 Abgujeong-dong, Gangnam-gu _ 강남구압구정동 4 Banpo-dong, Seocho-gu _ 서초구반포동 6 Jamsil-dong, Songpa-gu _ 송파구잠실동

18 s, along the Stream 하천을따라진을치다 Run through the s Forest (Moving Picture) 아파트숲사이를달리다 ( 동영상 ) Arterial Roads 주요간선도로 North-riverside Road _ 강변북로 Olympic Road _ 올림픽대로 Tancheonro(Tan Stream Road) _ 탄천로 First(Seoul-Busan) Expressway _ 경부고속도로 Hongjecheon(Stream) _ 홍제천 Anyangcheon(Stream) _ 안양천 Tancheon(Stream) _ 탄천 Jungnangcheon(Stream) _ 중랑천 Inner Circulation Road _ 내부순환도로 East Arterial Road _ 동부간선도로