7

9/2

9

9/30

PRADA TRANSFORMERTRANS-FORMATION

1 2 3 4 DJ / , 5

1

1

4

2

2

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5

41 Panel Panorama2 Projection Screen3 Exhibition Display4 DJ / Bar, Stage5 Foam Seats

!e Student-Takeover

. , , !"#$%&'(#$% , . 2 , , , , (Transformation) . , . , , . . , .

OMA/AMO

For the 4th stage of the Transformer project the rotation itself becomes integral part of the event. After a quick set up of the pavilions interior, students from leading universities of Seoul take over the structure and installed an exhibition, conducted a panel discussion, participated in a Pecha Kucha performance and celebrated the end of the Transformer project in a closing ceremony. Within a period of 2 weeks students from the !elds of fashion, architecture, graphic design, space design, !lm and multimedia, have produced projects revolving around all aspects of Transformation. As the Transformer revises any conventional understanding of architectural practise and manifestation, and experiments with the typology of a pavilion, students were asked to apply this thinking out of the box to their personal projects and work in ways they never do. "e works are presented on panels for a !nal exhibition as well as T-Shirts, pins, postcards. "e projects are astonishing ranging from the taking down of the membrane and applying it in di#erent contexts to the application of the transformation idea to everyday objects. Some students interpreted the Transformer with surprising graphics; others made movies by avoiding any expected techniques.

Alexander Reichert OMA/AMO

Fashion / Architecture / Graphic Design /Film, Multi-Media

9/299/30

FASHIONFashionKonKuk University Prof. Ko HyunJin

Moon HyunJung

SeJong University Prof. Jung JaeYoon

Lee Chiin

Seoul National UniversityProf. Ha JiSoo

Jung SunWooYang JungYoonCho HeeHwa

Moon HyunJung, KonKuk University

FASHION FASHION

Jung SunWoo, Seoul National UniversityDesign of a skirt motivated from Koreas traditional culture

Lee Chiin, SeJong UniversityDear Prada; !e Timid Revenge

FASHION

Yang JungYoon, Seoul National UniversityMuslin model

FASHION

Cho HeeHwa, Seoul National UniversityFixed Transformer

Architecture

Kim MinJi, Korean National University of ArtsReconstructing the viewline: Virtual Transformer

Korean National University of ArtsInv. Prof. Christian Schweitzer

Park JiSooRyu JieunKim MinJiKim JiWonLee HyeWonKim HeeCheunPark JiHyunKim MinSungChoi MinWookPark SungInJung JaeWon

Seoul National UniversityInv.Prof. Sung Ryul

Park HyeSangRim HaEunKim WooGunKim GunHeePark DaYoungChoi EunJungKim KyeoreChoi EunJiChun JiYoon

ARCHITECTURE

Park JiSoo, Ryu Jieun, Korean National University of ArtsCocoonland

ARCHITECTURE

Kim JiWon, Korean National University of ArtsTransform

ARCHITECTURE

Lee HyeWon, Korean National University of ArtsTransformer 1/1000

ARCHITECTURE

Kim HeeCheun, Park JiHyun, Korean National University of ArtsTransformation of perception through a optical translation system

ARCHITECTURE

Kim MinSung, Korean National University of ArtsMobile Lighter Robot

ARCHITECTURE

Choi MinWook, Korean National University of ArtsReal transformation process

ARCHITECTURE

Park SungIn, Korean National University of ArtsTransform the Transformer

ARCHITECTURE

Jung JaeWon, Korean National University of ArtsShadow transformation

ARCHITECTURE

Park HyeSang, Seoul National UniversityRolling Stamp

ARCHITECTURE

Kim GunHee, Seoul National UniversityRecycling transformer cocoon skin into a new fabric

ARCHITECTURE

Kim WooGun, Seoul National UniversityAccumulation, Leftover materials

ARCHITECTURE

Choi EunJung, Seoul National University!ere is no pivot. Out of the box.

ARCHITECTURE

Park DaYoung, Seoul National University2D dots

ARCHITECTURE

Rim HaEun, Seoul National UniversityTransform of a cup

ARCHITECTURE

Kim Kyeore, Seoul National University

ARCHITECTURE

Choi EunJi, Chun JiYoon, Seoul National Universitypro huduct man hu pro man duct

Graphic Design GRAPHIC DESIGN

Jeon HeeSung, HongIk UniversityTransformation, !e Student-Takeover

HongIk University Teacher: Kim Sangdo

Jeon HeeSungLee HyunKyungBan GaunKim DonghoJeon JiHyeHuang LiLingPark ChanShinChoi MinjiChoi KiwungKang SoHyunJeon SoraHan HarimLee HyunJungKim SuNahAhn SeyongLee JaehaJeong YingiSeo JeongminKang JinLee BoYoung

Kaywon School of Art and DesignTeacher: Choi Sulki

Park UchanKim JiHyeSon YeranKim MinJiKim AhYoungOh KyungHwanPark SunHeeJung SangHyunKim HyungBinLee Sara

SADITeacher: Kim Woojung

Kim KiMoonKim HyunWooKim DongHyunPark MinheeChoi YoonJungLee BomiKim YongChanLee SunMinYoon JinKyung

Seoul National University

Hong SeungChanKim HyungKiHwang SangJoon

Seoul Womens UniversityTeacher: Lee JaeWon

Lee YejiJeon YeSeoulLee JiEunNam YoonJungGuu SelGiKim JiHyeChoi HyunahAhn HyunJooYoon WonJungPark NuriKim EunJung

GRAPHIC DESIGN

Lee HyunKyung, HongIk UniversityTurn water into wine

GRAPHIC DESIGN

Ban Gaun, HongIk UniversitySpecial Event

GRAPHIC DESIGN

Kim Dongho, HongIk University

GRAPHIC DESIGN

Jeon JiHye, HongIk University

GRAPHIC DESIGN

Huang LiLing, HongIk University

GRAPHIC DESIGN

Park ChanShin, HongIk University

GRAPHIC DESIGN

Choi Minji, HongIk UniversityGraphic Central

GRAPHIC DESIGN

Jeon Sora, HongIk UniversityTriangle, Ellipse, Star, Square

GRAPHIC DESIGN

Kang SoHyun, HongIk University

GRAPHIC DESIGN

Choi Kiwung, HongIk University

GRAPHIC DESIGN

Han Harim, HongIk University

GRAPHIC DESIGN

Lee HyunJung, HongIk University

GRAPHIC DESIGN

Kim SuNah, HongIk University

GRAPHIC DESIGN

Ahn Seyong, HongIk University

GRAPHIC DESIGN

Lee Jaeha, HongIk UniversityKorean Transformer

GRAPHIC DESIGN

Jeong Yingi, HongIk University

GRAPHIC DESIGN

Seo Jeongmin, HongIk UniversityTransformer Man

GRAPHIC DESIGN

Kang Jin, HongIk University!e Absolute Takeover

GRAPHIC DESIGN

Lee BoYoung, HongIk University

GRAPHIC DESIGN

Park Uchan, Kaywon School of Art and DesignMother

GRAPHIC DESIGN

Kim JiHye, Son Yeran, Kaywon School of Art and DesignAll ProjectsTransformed

GRAPHIC DESIGN

Kim JiHye, Kaywon School of Art and DesignBe kind, rewind

Son Yeran, Kaywon School of Art and DesignSunday Morning

Kim AhYoung, Kaywon School of Art and DesignPhoto Ball

GRAPHIC DESIGN

Kim MinJi, Kaywon School of Art and Design

GRAPHIC DESIGN

Oh KyungHwan, Kaywon School of Art and DesignHeart

GRAPHIC DESIGN

Park SunHee, Kaywon School of Art and Design

GRAPHIC DESIGN

Jung SangHyun, Kaywon School of Art and DesignBionical Heart

GRAPHIC DESIGN

Kim HyungBin, Kaywon School of Art and DesignDont Die Transformer

GRAPHIC DESIGN

Lee Sara, Kaywon School of Art and DesignSculpture

GRAPHIC DESIGN

Park Minhee, Kim KiMoon, Kim HyunWoo, Kim DongHyun, SADIOne day transforming

GRAPHIC DESIGN

Park Minhee, Kim KiMoon, Kim HyunWoo, Kim DongHyun, SADIOne day transforming

GRAPHIC DESIGN

Park Minhee, Choi YoonJung, Lee Bomi, SADIFinding Transformer in Seoul

GRAPHIC DESIGN

Park Minhee, Choi YoonJung, Lee Bomi, SADIFinding Transformer in Seoul

GRAPHIC DESIGN

Kim YongChan, SADIKinetic graphic sculpture

GRAPHIC DESIGN

Lee SunMin, SADIWords on a paper

GRAPHIC DESIGN GRAPHIC DESIGN

Hong SeungChan, Seoul National UniversitySuper Heroes

Yoon JinKyung, SADIPlay

GRAPHIC DESIGN

Kim HyungKi, Hong SeungChan, Hwang SangJoon, Seoul National University

GRAPHIC DESIGN

Kim HyungKi, Seoul National University888

GRAPHIC DESIGN

Hwang SangJoon, Seoul National University Guu SelGi, Seoul Womens UniversityT-block, 2009

GRAPHIC DESIGN

GRAPHIC DESIGN

Lee Yeji, Seoul Womens UniversityLets Transform

GRAPHIC DESIGN

Jeon YeSeoul, Lee JiEun, Seoul Womens University4 Posters

GRAPHIC DESIGN

Lee JiEun, Seoul Womens University

GRAPHIC DESIGN

Nam YoonJung, Seoul Womens University

GRAPHIC DESIGN GRAPHIC DESIGN

Kim JiHye, Seoul Womens UniversityWhere is the Transformer?

Kim EunJung, Seoul Womens University

GRAPHIC DESIGN

Choi Hyunah, Seoul Womens UniversityBomb

GRAPHIC DESIGN

Ahn HyunJoo, Seoul Womens University

GRAPHIC DESIGN

Yoon WonJung, Seoul Womens University

GRAPHIC DESIGN

Park Nuri, Seoul Womens UniversityGreen Circle

Space Design SPACE DESIGN

Ewha Womans UniversityFloor Graphics, Important Dates

Ewha Womans University Prof. Kim YeonJung

Kim JiHyePark SungAhSong RanJung KyungYoungKim NareKim BitnaPark JiminSeo JinLee EunSookLim SooKyungKim MinSungKim SooHwangKim EunSunKim JinHeeKim HeRimRyu SooJiPark YewoonPark JiEunYang JaeYeunLee JaeMiJang SunYoungJung MinCho SoYunLiyun CheLee JaAeChoi EunHoKim SooYoungYoo NiRiHan SoEunKim HeeJooKwon MinJungKim YooHyunChoi JungWon

SPACE DESIGN

Ewha Womans UniversityFloor Graphics, Building Chronology

SPACE DESIGN

Ewha Womans UniversityFloor Graphics, 4 Events

SPACE DESIGN

Ewha Womans UniversitySpace Design

SPACE DESIGN

Ewha Womans UniversitySpace Design

Film, Multi-Media FILM, MULTI-MEDIA

Korean National University of Arts1obj,_4hrs,_12ppl

Korean National University of ArtsProf. Ahn KyuChul

Hyun ChangMinKim SiWonKim MiNaCho JooHyunLee JaYunDoe WanYoungJeon JiinLee SangHongMoon MooWangHwang HyeYoungSun BoKyungLee MinHee

SungKyunKwan UniversityProf. Hyun DaeJin

Lee ImKyungChoi DaRangKim BoKyungKoh SeiYoungKim DongWooRyu JungMinKim SangYeonCheong GilHwanLee EungHanWon HeeJeongJun SuBinPark MinJungKim TaeWooJung HyuneHoeKim BohuyAhn MinKyunLee HyeMiHan JongChanChung TaeInPark EunHyunHa JeongHoonAhn JiInKim YeriJung HeeJin

FILM, MULTI-MEDIAFILM, MULTI-MEDIA

Korean National University of Arts1obj,_4hrs,_12ppl

Korean National University of Arts1obj,_4hrs,_12ppl

FILM, MULTI-MEDIA

Korean National University of Arts1obj,_4hrs,_12ppl

FILM, MULTI-MEDIA

Korean National University of Arts1obj,_4hrs,_12ppl

FILM, MULTI-MEDIAFILM, MULTI-MEDIA

Kim BoKyung, Koh SeiYoung, SungKyunKwan UniversityA lady

Lee ImKyung, Choi DaRang, SungKyunKwan UniversityA familiar friend

FILM, MULTI-MEDIAFILM, MULTI-MEDIA

Kim SangYeon, Cheong GilHwan, SungKyunKwan UniversityGoing out

Kim DongWoo, Ryu JungMin, SungKyunKwan UniversityDeveloper: deve;loafer

FILM, MULTI-MEDIAFILM, MULTI-MEDIA FILM, MULTI-MEDIAFILM, MULTI-MEDIA

Won HeeJeong, SungKyunKwan UniversityLine

Lee EungHan, SungKyunKwan UniversityGraphic Evolution

FILM, MULTI-MEDIA

Park MinJung, SungKyunKwan UniversitySwitch

FILM, MULTI-MEDIAFILM, MULTI-MEDIA

Jun SuBin, SungKyunKwan UniversityPlane to Solid

FILM, MULTI-MEDIAFILM, MULTI-MEDIA

Ahn MinKyun, Lee HyeMi, SungKyunKwan UniversityTransformer of Halftone Dot

Kim TaeWoo, Jung HyuneHoe, Kim Bohuy, SungKyunKwan University!e stylize

FILM, MULTI-MEDIAFILM, MULTI-MEDIA

Park EunHyun, Ha JeongHoon, SungKyunKwan UniversityYum Yum

Han JongChan, Chung TaeIn, SungKyunKwan UniversityWhat is your emolor?

FILM, MULTI-MEDIA

Ahn JiIn, Kim Yeri, Jung HeeJin, SungKyunKwan UniversityReverse

THE EVENT

Transformation 9/29/2009

!e Event 9/299/30

THE EVENT

Transformation 9/29/2009

THE EVENT

Transformation 9/29/2009

THE EVENT

!e Student-Takeover 9/30/2009

THE EVENT

!e Student-Takeover 9/30/2009

THE EVENT

!e Student-Takeover 9/30/2009

THE EVENT

!e Student-Takeover 9/30/2009

THE EVENT

!e Student-Takeover 9/30/2009

THE EVENT

!e Student-Takeover 9/30/2009

THE EVENT

!e Student-Takeover 9/30/2009

THE EVENT

!e Student-Takeover 9/30/2009

THE EVENT

!e Student-Takeover 9/30/2009

THE EVENT

Identity & Editorial Design 2x4, New York Yoonjai Choi Sungjoong Kim Jonathan Lee Michael Rock

Korean Translation Charles C. d. Kang

English Proofreading Samuel Stewart- Halevy Caroline Gambell

Production Management Ohkyung Lee

Printing & Binding Haingraph Co., Ltd. Seoul, Korea

Financial & Technical Support LG Electronics Hyundai Motor Co. Red Resource Inc.

UPS

Special thanks to the City of Seoul, Jongno-gu, Cultural Heritage administration of Korea and Visit Korea Committee.

Prada Spa, 2009All rights reserved. No part of this book may be copied in any form, or transmitted by any electronic, mechanical or other means, without the contributors and publishers permission.All photo and text rights are held by Prada Spa, Milan.

www.pradatransformer.co.kr

Architecture

OMA (O%ce for Metro- politan Architecture)/ Rem Koolhaas

PRADA Patrizio Bertelli Miuccia Prada

Angelica BrancoliSimona ChiappaJohnny ChooSergio DaneseIvan DeleidiFranco DesciTomaso GalliEleonora GoiaJan KennedyReese KimJune LeeMarco PrevitaliFederica SalmerigoAndrea ScapecchiDaniele ScapecchiSebastian SuhlVerde ViscontiYounghee YangPaola Zancanaro

Architecture & Construction

OMAPartners Rem Koolhaas Ellen van Loon

Associates Kunle Adeyemi Kees van Casteren Chris van Duijn

Project Architect and Leading Designer Alexander Reichert

with Hyoeun Kim Yerin Kang Vincent Mc Ildu# David Moon Mariano Sagasta Claudia Romao Eva Dietrich Alex de Jong Wayne Congar Miguel Huelga de la Fuente Gustavo Paternina- Soberon Namjoo Kim

SL + A (Steven Leach and Associates) Jonathan Kim Mark Sang

Eunmin S&D Seungsung Lee Byungho Cho Munjong Park Hyunduck Lee Junghun Ahn Hongsuk Kim

Cocoon Holland BV Alexander van der Zee Nic Mol Simon van de Pol George van Coezand Rob van Coezand Jed Lee Jan Langeraar Rob de Nijs Richard Witte

Isometrix Arnold Chan Fransiska Laksmono

Site & Sponsor Management

BVA Comunicazione Renato Bodi

Laurence Geo#reys, Ltd Laurencina Farrant-Lee Young-Ok Chae Ji-Won Jang Yae-Inn Juen Soo-Hyun Kim

Emotion Publicis Events, Korea Seonyoung Lim Pierre Biancarelli Jiyoun Lee

Media Relations, Seoul Edelman Tyler Kim Elizabeth Bae Mike Weisbart

"e Student-Takeover

Design and Curation OMA Alexander Reichert Coordinator in Korea Hyoeun Kim Christian Schweitzer Song Ryul

Participant Schools Ewha Womans University Hongik University Kaywon School of Art and Design KonKuk Unversity Korean National University of Arts SADI Sejong University Seoul National University Seoul Womens University SungKyunKwan University

PRADA TRANSFORMER EVENT

www.pradatransformer.co.kr