Hongdae, the region of Hongik University, has been the ‘must visit’ region in Seoul for decades, due to its aggregate of young Korean culture. Food, fashion, and music distinguishes the area from other regions of Seoul, creating the ‘The Feel of Hongdae’, the unique community brand. This research investigates urban condition of this region, trying to find how architecture affected its market. Architectural analysis of its urban interface resulted that former multi-family houses converted into shops benefited from its multi-level façade exposed to street, maximizing the accessibility to potential customers. The economic analysis of semi-basement floor and raised first(ground) floor shows buildings along Wausan-ro double up the ‘ground level’ shop values. Small no-brand shops in converted and split shops had been building the Hongdae community brand, transformed the building condition adapted to the market; adding external stairs, offering optimized store size to each level and optimized location of each shopping type. The analysis of economic value of split store properties reveals inter-relationships between shop sizes, stair locations, uses and the commercial value of the building, which presents how to maximize the commercial value of the street, while retaining the community brand, slowing down gentrification of the region.

도시 내 상업지역의 지리적 분포 양상과 그에 영향을 미친 요인들에 대한 관심이 증대되고 있다. 본 연구에서는 상업 집적지의 공간적 변화가 활발히 일어나는 홍대지역을 사례로 상업 집적지의 시공간적 변화 분석을 수행하였다. 분석에는 비교적 짧은 기간에 발생한 상업 집적지의 공간적 범위 변화를 탐지하는 데에 적합성이 높은 유동인구 자료와 기존의 연구들에서 활용한 요식업 현황 자료를 이용하였으며, 각각 2016 4월년부터 2017년 4월까지 세 개 시점의 분석 결과를 비교하였다. 인구유동 자료에 기반을 둔 분석 결과, 홍대지역 상업 집적지의 공간적 범위가 점차 확장되었으며 특히 북측 방향과 남측 방향으로 크게 변화하였음을 확인하였다. 요식업 현황 자료에서도 유사한 공간적 변화가 탐지되었으나, 변화량이 다소 적게 나타났다. 홍대지역과 신촌·이대거리, 망리단길은 상업 집적지 간의 연결성이 뚜렷하게 드러나지 않고 별개의 집적지를 형성한 것으로 나타났다. 종합적으로 홍대지역의 상업 집적지는 포화상태인 기존의 공간적 범위를 벗어나 임대료가 상대적으로 저렴한 주택가로 확장되는 형태로 변화해나간다는 점이 재확인되었다. 본 연구에서 활용한 자료와 방법론 및 정량적 분석 결과는 젠트리피케이션을 비롯하여 도시공간구조 변화와 관련된 논의들에 활용될 수 있을 것으로 기대된다.

The club culture is not something unified. Rather, it is a group of subcultures which share intertwined areas. And it keeps its own dress code, dance style, music genre along with series of authoritarian and unlawful rituals. For young adults, a club is a new cultural space to enjoy in reasonable price and they can express themselves without thinking much about others. A club creates its unique mass culture by producing continuously changing and experimental fashion styles. As the club culture’s influence becomes powerful, the club market was established and experimental fashion styles are wide spread among general public, young adults who try to express their unique characters and even fashion-leading industry. The study results are as follows. First, dance club and its derivative, rave is symbolic axles and the center of social activity. They are also defined as culture which is related to specific space that continues to present and change sound and style. Second, the definition of clubber in a dictionary is club member or a person who is united with others. Third, based upon clubbers’fashion styles in Hongdae and Kang-nam areas, there are 5 different images including sexy casual, lingerie, dynamic, chic style and feminine style. Fourth, based upon case study above, to take unique life style of fashionista that leads fashion with trendy fashion style into account, we suggested five designs which are unique, sensitive and trendy. Fifth, through analyzing clubber generation and design factors of clubbers’ fashion style combined with various trend, unique brand was developed to meet the demands of clubbers who want differentiated images and leading styles.