A groundbreaking commercial architecture project in Seoul's vibrant Hongdae district is redefining how buildings interact with urban spaces. "Surreally so Real," designed by FHHH friends, presents an innovative alternative to conventional commercial architecture that prioritizes maximum exposure and rental income over meaningful spatial relationships.

Completed in 2022, the 499-square-meter project directly confronts the limitations commonly found in commercial buildings throughout the densely populated Hongdae area. The architectural firm, led by Han Seung Jae, Han Yang Kyu, and Yoon Han Jin, deliberately distanced their design from the typical logic that governs most commercial structures in the district, where thin walls or show windows are the only barriers separating interior spaces from busy streets.

The project's revolutionary approach lies in its introduction of a buffer zone between interior and exterior realms, effectively allowing the city itself to enter the building. This design strategy breaks down the traditional dichotomy between inside and outside spaces that has long characterized urban commercial architecture. Rather than simply maximizing street-facing exposure for higher rental returns, the building creates a more nuanced relationship with its urban context.

Located in Mapo-gu, the structure draws inspiration from traditional architectural strategies where space serves to negotiate relationships rather than being reduced to pure market efficiency. The design team, which included Kim Hakseong and Choi Youngkwang, worked closely with structural engineers from Synergy Structural Engineering and MEP consultants from Sun Engineering to realize this vision.

Photographer Kim Kyungtae's documentation of the completed project reveals how the building successfully integrates with its surroundings while maintaining its commercial functionality. The project demonstrates that commercial architecture can serve purposes beyond simple profit maximization, offering a model for how future developments might better engage with their urban environments.

This innovative approach to commercial design represents a significant departure from standard practices in one of Seoul's most dynamic neighborhoods, potentially influencing how architects and developers approach similar projects in dense urban settings throughout South Korea and beyond.