Title : Daehan Cinema Multiplex
Program : Commercial
Location : Jung-gu, Seoul, Korea
Site area : 2,119.30 m
Gross floor area : 1,268.26 m²
Total floor area : 8,687.96 m²
Design Period : 2000. 01. ~ 2001. 01. 31
Construction Period : 2001. 04.~ 2002. 02

It is already in mode to establish multiplex cinemas in Korea. Daehan Cinema, which has had an advantage over other Cinemas with its large sized screen since 1960, began to convert into the multiplex cinema as well. It would be too late for Daehan Cinema to convert into a multiplex cinema, but Daehan Cinema has the advantages of name value and the good location of Chungmuro. It could have changed its name to Daehan Cineplex or Daehan Multi so-and-so, which would give a fresh and young brand image, but it insisted on its original name. It was a kind of architectural interpretation to show the desire not to swim with the changing trend but to maintain its tradition and history, even facing the new trend. In addition, it pursued the moderate design with excitement differently from other multi-cinemas that are more frivolous.

We planned to construct a building with familiar intimacy and dignity rather than the excessive shock embracing the whole street forever as one of the city images of Chungmuro with a long history. We expect Daehan Cinema to contain various events and rich stories made by people in this building. While other multiplex cinemas adopted a horizontal arrangement style because they are located in the large-sized shopping center or theme park as shown in the foreign countries, Daehan Cinema should adopt the vertical arrangement style because it is located in the narrow site. Therefore, the building has to be heavily expressed. The retreat of the building and materials of achromatic color used for the external facing is a device to express the massive bright feeling.

In the front, we used kerions of the same tone as plaid pattern and aluminum panel. On the side and back is used aluminum louver as the other factor. The curtain wall in the front gives refinement and sharpness by reducing the distance of mullion together with the effect itself. The structure of the open site and the floor pattern connecting with the inside lobby is planned to be perceived as a part of the city landscape, and it is dissolved into one image with the building. In particular, the geometrical exposed concrete structure of the open site was intended as a boundary of site, but it became a device to connect each other for communication actively rather than to convey the meaning of boundary.

Differently from the floor and section constitution of one floor of American multi-cinemas, the site term of Daehan cinema had no other choice but to adopt the vertical section constitution and make a short and clear circulation. Instead of the one-stop style of multiples with the restricted circulation and other cinemas where people are driven out after the movie is over, it separates the circulation for escalators in the same direction of circulation. The evacuation stairs are positioned in each three points in the distance of a minimal length from the crowded place.

The signage is usually used to gain the best communication between the sender and receiver as visual information. However, the concept of signage of the Daehan Cinema has not only visual information that is required by the functional space of cinema, but also it shows graphic architectural attraction motives and interests of people at the same time. By dividing the color for each floor, it gives the change of vertical circulation that is not seen in other cinemas. The position and design of signage of cinema is decided in combination with interior finishing, color and image, but it plays a role of an element of interior design.

If interior means to define the space within the restricted frame by architecture using materials and lighting, the signage sometimes functions as a material or the interior and architecture to provide satisfaction with the function of movie showing, contain and create various activities of people and accept even additional elements. Therefore, it requires establishing a general design as a system of architecture, interior, lighting and signage instead of their individual division.