INSTAGRAMMABLE
Bakery Cafe & Dining
Location | yeosu-si, Jeollanam-do, South Korea
Program | Commercial
Completion | 2022
Photo | Bojune Kwon ︎ | www.bojune.com
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INSTAGRAM
#adaptivereuse #sustainability # placemaking #superficiality # Instagrammable #shareability # modification #
#adaptivereuse #sustainability # placemaking #superficiality # Instagrammable #shareability # modification #
In the context of the COVID-19 pandemic, as international travel became increasingly restricted, South Korea experienced a marked surge in domestic tourism. This shift catalyzed the rapid proliferation of large-scale cafes, strategically designed to appeal to both local and regional tourists. These establishments, often characterized as "Instagrammable hotspots," became emblematic of the emerging cultural phenomenon wherein physical spaces are conceived primarily for their visual and social media appeal. However, this trend also gave rise to a saturation of hastily constructed venues, driven by commercial expediency rather than thoughtful architectural design and construction integrity.
The INSTAGRAMMABLE emerged as a response to these dynamics, addressing the limitations of a newly constructed building that was rendered inoperable due to critical structural deficiencies, including leaks. Our initial intervention prioritized the resolution of these urgent issues, after which we undertook a comprehensive redesign and rebranding of the space. This process encompassed architectural and interior design, the integration of indoor and outdoor landscaping, and a holistic approach to spatial branding.
Grounded in the theoretical framework of placemaking in the digital age, the project sought to transcend the superficiality often associated with Instagrammable spaces. Recognizing the dual role of such spaces as physical destinations and digital artifacts, our design emphasized creating meaningful interactions within and beyond the physical realm. Key interventions included the addition of a canopy to enhance the user experience for waiting visitors and the strategic incorporation of photogenic zones, fostering both on-site engagement and shareability. These features were carefully calibrated to ensure that their aesthetic and functional contributions were symbiotic rather than contrived.
Of particular note was the adaptive approach required to reconfigure a new-build structure into a fully operational commercial space. This challenge mirrored the principles of adaptive reuse, wherein existing conditions are skillfully modified to accommodate new functions. Director Lim’s prior expertise in film production design—particularly in the creation of open sets and on-location shooting environments—proved instrumental in navigating this unique design challenge. The capacity to rapidly conceptualize and execute dynamic, visually compelling, and operationally viable spaces enabled the team to achieve both practical and conceptual success.
INSTAGRAMMABLE exemplifies the evolving paradigm of placemaking in the 21st century, where the intersection of physicality and digital representation defines spatial relevance. By synthesizing aesthetics, functionality, and cultural resonance, the project demonstrates the potential for Instagrammable destinations to transcend ephemeral trends, offering a template for spaces that are simultaneously visually iconic and experientially profound.
