Text description provided by the architects. We, Unsangdong Architects, are proposing a rather unfamiliar approach to architecture, , which was exemplified in Kring_Kumho Compound Culture Space. Brand strategy, once used to be employed only by profit organizations as a means to create monetary assets, has evolved endlessly to reborn. Profit organizations are under more severe surveillance than ever before by public and required to demonstrate social responsibility of their own brand. Branding had been a useful tool for marketing, now it is re-categorized under brand new realm, which includes spatial concept. We would like to focus on new models of branding such as , or . defines any and all marketing activities by profit organizations to provide a space as a direct means to satisfy customers' needs or desire, or offer a spatial experience to customers by making themselves reconsider a profit organization or the image of that particular brand with space.
