7

9/29 9/30

PRADA
TRANSFORMER
TRANSFORMATION

1
2
3
4
5

DJ / ,

3
4

1
2
3
4
5

Panel Panorama
Projection Screen
Exhibition Display
DJ / Bar, Stage
Foam Seats

The Student-Takeover

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 fields of fashion,
architecture, graphic design, space design,
film 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. The works are presented on panels for a final
exhibition as well as T-Shirts, pins, postcards.
The projects are astonishing ranging from the
taking down of the membrane and applying
it in different 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

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OMA/AMO

9/299/30

Fashion / Architecture / Graphic Design /

Film, Multi-Media

Fashion

FASHION

KonKuk University
Prof. Ko HyunJin
Moon HyunJung
SeJong University
Prof. Jung JaeYoon
Lee Chiin
Seoul National
University
Prof. Ha JiSoo
Jung SunWoo
Yang JungYoon
Cho HeeHwa

Moon HyunJung, KonKuk University

FASHION

Lee Chiin, SeJong University

Dear Prada; The Timid Revenge

FASHION

Jung SunWoo, Seoul National University

Design of a skirt motivated from Koreas traditional culture

FASHION

Cho HeeHwa, Seoul National University

Fixed Transformer

FASHION

Yang JungYoon, Seoul National University

Muslin model

Architecture
Korean National
University of Arts
Inv. Prof. Christian
Schweitzer
Park JiSoo
Ryu Jieun
Kim MinJi
Kim JiWon
Lee HyeWon
Kim HeeCheun
Park JiHyun
Kim MinSung
Choi MinWook
Park SungIn
Jung JaeWon
Seoul National
University
Inv.Prof. Sung Ryul
Park HyeSang
Rim HaEun
Kim WooGun
Kim GunHee
Park DaYoung
Choi EunJung
Kim Kyeore
Choi EunJi
Chun JiYoon

Kim MinJi, Korean National University of Arts

Reconstructing the viewline: Virtual Transformer

ARCHITECTURE

Park JiSoo, Ryu Jieun, Korean National University of Arts

Cocoonland

ARCHITECTURE

Kim JiWon, Korean National University of Arts

Transform

ARCHITECTURE

Lee HyeWon, Korean National University of Arts

Transformer 1/1000

ARCHITECTURE

Kim HeeCheun, Park JiHyun, Korean National University of Arts

Transformation of perception through a optical translation system

ARCHITECTURE

Kim MinSung, Korean National University of Arts

Mobile Lighter Robot

ARCHITECTURE

Choi MinWook, Korean National University of Arts

Real transformation process

ARCHITECTURE

Park SungIn, Korean National University of Arts

Transform the Transformer

ARCHITECTURE

Jung JaeWon, Korean National University of Arts

Shadow transformation

ARCHITECTURE

Park HyeSang, Seoul National University

Rolling Stamp

ARCHITECTURE

Kim GunHee, Seoul National University

Recycling transformer cocoon skin into a new fabric

ARCHITECTURE

Kim WooGun, Seoul National University

Accumulation, Leftover materials

ARCHITECTURE

Choi EunJung, Seoul National University

There is no pivot. Out of the box.

ARCHITECTURE

Park DaYoung, Seoul National University

2D dots

ARCHITECTURE

Rim HaEun, Seoul National University

Transform of a cup

ARCHITECTURE

Kim Kyeore, Seoul National University

ARCHITECTURE

Choi EunJi, Chun JiYoon, Seoul National University

pro huduct man hu pro man duct

Graphic Design
HongIk University
Teacher: Kim Sangdo
Jeon HeeSung
Lee HyunKyung
Ban Gaun
Kim Dongho
Jeon JiHye
Huang LiLing
Park ChanShin
Choi Minji
Choi Kiwung
Kang SoHyun
Jeon Sora
Han Harim
Lee HyunJung
Kim SuNah
Ahn Seyong
Lee Jaeha
Jeong Yingi
Seo Jeongmin
Kang Jin
Lee BoYoung

GRAPHIC DESIGN

Seoul National
University
Hong SeungChan
Kim HyungKi
Hwang SangJoon
Seoul Womens
University
Teacher: Lee JaeWon
Lee Yeji
Jeon YeSeoul
Lee JiEun
Nam YoonJung
Guu SelGi
Kim JiHye
Choi Hyunah
Ahn HyunJoo
Yoon WonJung
Park Nuri
Kim EunJung

Kaywon School of Art

and Design
Teacher: Choi Sulki
Park Uchan
Kim JiHye
Son Yeran
Kim MinJi
Kim AhYoung
Oh KyungHwan
Park SunHee
Jung SangHyun
Kim HyungBin
Lee Sara
SADI
Teacher: Kim Woojung
Kim KiMoon
Kim HyunWoo
Kim DongHyun
Park Minhee
Choi YoonJung
Lee Bomi
Kim YongChan
Lee SunMin
Yoon JinKyung

Jeon HeeSung, HongIk University

Transformation, The Student-Takeover

GRAPHIC DESIGN

Lee HyunKyung, HongIk University

Turn water into wine

GRAPHIC DESIGN

Ban Gaun, HongIk University

Special 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 University

Graphic Central

GRAPHIC DESIGN

Jeon Sora, HongIk University

Triangle, 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 University

Korean Transformer

GRAPHIC DESIGN

Jeong Yingi, HongIk University

GRAPHIC DESIGN

Seo Jeongmin, HongIk University

Transformer Man

GRAPHIC DESIGN

Kang Jin, HongIk University

The Absolute Takeover

GRAPHIC DESIGN

Lee BoYoung, HongIk University

GRAPHIC DESIGN

Park Uchan, Kaywon School of Art and Design

Mother

GRAPHIC DESIGN

Kim JiHye, Son Yeran, Kaywon School of Art and Design

All ProjectsTransformed

GRAPHIC DESIGN

Kim JiHye, Kaywon School of Art and Design

Be kind, rewind

Son Yeran, Kaywon School of Art and Design

Sunday Morning

Kim AhYoung, Kaywon School of Art and Design

Photo Ball

GRAPHIC DESIGN

Kim MinJi, Kaywon School of Art and Design

GRAPHIC DESIGN

Oh KyungHwan, Kaywon School of Art and Design

Heart

GRAPHIC DESIGN

Park SunHee, Kaywon School of Art and Design

GRAPHIC DESIGN

Jung SangHyun, Kaywon School of Art and Design

Bionical Heart

GRAPHIC DESIGN

Kim HyungBin, Kaywon School of Art and Design

Dont Die Transformer

GRAPHIC DESIGN

Lee Sara, Kaywon School of Art and Design

Sculpture

GRAPHIC DESIGN

Park Minhee, Kim KiMoon, Kim HyunWoo, Kim DongHyun, SADI

One day transforming

GRAPHIC DESIGN

Park Minhee, Kim KiMoon, Kim HyunWoo, Kim DongHyun, SADI

One day transforming

GRAPHIC DESIGN

Park Minhee, Choi YoonJung, Lee Bomi, SADI

Finding Transformer in Seoul

GRAPHIC DESIGN

Park Minhee, Choi YoonJung, Lee Bomi, SADI

Finding Transformer in Seoul

GRAPHIC DESIGN

Kim YongChan, SADI

Kinetic graphic sculpture

GRAPHIC DESIGN

Lee SunMin, SADI

Words on a paper

GRAPHIC DESIGN

Yoon JinKyung, SADI

Play

GRAPHIC DESIGN

Hong SeungChan, Seoul National University

Super Heroes

GRAPHIC DESIGN

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

GRAPHIC DESIGN

Kim HyungKi, Seoul National University

888

GRAPHIC DESIGN

Hwang SangJoon, Seoul National University

GRAPHIC DESIGN

Guu SelGi, Seoul Womens University

T-block, 2009

GRAPHIC DESIGN

Lee Yeji, Seoul Womens University

Lets Transform

GRAPHIC DESIGN

Jeon YeSeoul, Lee JiEun, Seoul Womens University

4 Posters

GRAPHIC DESIGN

Lee JiEun, Seoul Womens University

GRAPHIC DESIGN

Nam YoonJung, Seoul Womens University

GRAPHIC DESIGN

Kim EunJung, Seoul Womens University

GRAPHIC DESIGN

Kim JiHye, Seoul Womens University

Where is the Transformer?

GRAPHIC DESIGN

Choi Hyunah, Seoul Womens University

Bomb

GRAPHIC DESIGN

Ahn HyunJoo, Seoul Womens University

GRAPHIC DESIGN

Yoon WonJung, Seoul Womens University

GRAPHIC DESIGN

Park Nuri, Seoul Womens University

Green Circle

Space Design

SPACE DESIGN

Ewha Womans
University
Prof. Kim YeonJung
Kim JiHye
Park SungAh
Song Ran
Jung KyungYoung
Kim Nare
Kim Bitna
Park Jimin
Seo Jin
Lee EunSook
Lim SooKyung
Kim MinSung
Kim SooHwang
Kim EunSun
Kim JinHee
Kim HeRim
Ryu SooJi
Park Yewoon
Park JiEun
Yang JaeYeun
Lee JaeMi
Jang SunYoung
Jung Min
Cho SoYun
Liyun Che
Lee JaAe
Choi EunHo
Kim SooYoung
Yoo NiRi
Han SoEun
Kim HeeJoo
Kwon MinJung
Kim YooHyun
Choi JungWon

Ewha Womans University

Floor Graphics, Important Dates

SPACE DESIGN

Ewha Womans University

Floor Graphics, Building Chronology

SPACE DESIGN

Ewha Womans University

Floor Graphics, 4 Events

SPACE DESIGN

Ewha Womans University

Space Design

SPACE DESIGN

Ewha Womans University

Space Design

Film, Multi-Media

FILM, MULTI-MEDIA

Korean National
University of Arts
Prof. Ahn KyuChul
Hyun ChangMin
Kim SiWon
Kim MiNa
Cho JooHyun
Lee JaYun
Doe WanYoung
Jeon Jiin
Lee SangHong
Moon MooWang
Hwang HyeYoung
Sun BoKyung
Lee MinHee
SungKyunKwan
University
Prof. Hyun DaeJin
Lee ImKyung
Choi DaRang
Kim BoKyung
Koh SeiYoung
Kim DongWoo
Ryu JungMin
Kim SangYeon
Cheong GilHwan
Lee EungHan
Won HeeJeong
Jun SuBin
Park MinJung
Kim TaeWoo
Jung HyuneHoe
Kim Bohuy
Ahn MinKyun
Lee HyeMi
Han JongChan
Chung TaeIn
Park EunHyun
Ha JeongHoon
Ahn JiIn
Kim Yeri
Jung HeeJin

Korean National University of Arts

1obj,_4hrs,_12ppl

FILM, MULTI-MEDIA

Korean National University of Arts

1obj,_4hrs,_12ppl

FILM, MULTI-MEDIA

Korean National University of Arts

1obj,_4hrs,_12ppl

FILM, MULTI-MEDIA

Korean National University of Arts

1obj,_4hrs,_12ppl

FILM, MULTI-MEDIA

Korean National University of Arts

1obj,_4hrs,_12ppl

FILM, MULTI-MEDIA

Lee ImKyung, Choi DaRang, SungKyunKwan University

A familiar friend

FILM, MULTI-MEDIA

Kim BoKyung, Koh SeiYoung, SungKyunKwan University

A lady

FILM, MULTI-MEDIA

Kim DongWoo, Ryu JungMin, SungKyunKwan University

Developer: deve;loafer

FILM, MULTI-MEDIA

Kim SangYeon, Cheong GilHwan, SungKyunKwan University

Going out

FILM, MULTI-MEDIA

Lee EungHan, SungKyunKwan University

Graphic Evolution

FILM, MULTI-MEDIA

Won HeeJeong, SungKyunKwan University

Line

FILM, MULTI-MEDIA

Jun SuBin, SungKyunKwan University

Plane to Solid

FILM, MULTI-MEDIA

Park MinJung, SungKyunKwan University

Switch

FILM, MULTI-MEDIA

Kim TaeWoo, Jung HyuneHoe, Kim Bohuy, SungKyunKwan University

The stylize

FILM, MULTI-MEDIA

Ahn MinKyun, Lee HyeMi, SungKyunKwan University

Transformer of Halftone Dot

FILM, MULTI-MEDIA

Han JongChan, Chung TaeIn, SungKyunKwan University

What is your emolor?

FILM, MULTI-MEDIA

Park EunHyun, Ha JeongHoon, SungKyunKwan University

Yum Yum

FILM, MULTI-MEDIA

Ahn JiIn, Kim Yeri, Jung HeeJin, SungKyunKwan University

Reverse

The Event 9/299/30

THE EVENT

Transformation 9/29/2009

THE EVENT

Transformation 9/29/2009

THE EVENT

Transformation 9/29/2009

THE EVENT

The Student-Takeover 9/30/2009

THE EVENT

The Student-Takeover 9/30/2009

THE EVENT

The Student-Takeover 9/30/2009

THE EVENT

The Student-Takeover 9/30/2009

THE EVENT

The Student-Takeover 9/30/2009

THE EVENT

The Student-Takeover 9/30/2009

THE EVENT

The Student-Takeover 9/30/2009

THE EVENT

The Student-Takeover 9/30/2009

THE EVENT

The Student-Takeover 9/30/2009

THE EVENT

PRADA TRANSFORMER

Architecture
OMA (Office for Metropolitan Architecture)/
Rem Koolhaas
PRADA
Patrizio Bertelli
Miuccia Prada
Angelica Brancoli
Simona Chiappa
Johnny Choo
Sergio Danese
Ivan Deleidi
Franco Desci
Tomaso Galli
Eleonora Goia
Jan Kennedy
Reese Kim
June Lee
Marco Previtali
Federica Salmerigo
Andrea Scapecchi
Daniele Scapecchi
Sebastian Suhl
Verde Visconti
Younghee Yang
Paola Zancanaro

Architecture
& Construction
OMA
Partners
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 Ilduff
David Moon
Mariano Sagasta
Claudia Romao
Eva Dietrich
Alex de Jong
Wayne Congar
Miguel Huelga
de la Fuente
Gustavo PaterninaSoberon
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 Geoffreys, 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

EVENT

www.pradatransformer.co.kr

The Student-Takeover

Identity & Editorial

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

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

Korean Translation
Charles C. d. Kang
English Proofreading
Samuel StewartHalevy
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, 2009

All 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