In Gangnam in Seoul, South Korea is the newly transformed Chungha Building. The building holds French leather accessories label Louis Quatorze, a wedding planners’ office, the clients’ maintenance society, and two plastic surgery practices. The work of MVRDV, the concept of the facade is straightforward: The building's multiple identities were transformed into a collection of shop windows, so each tenant would have fitting canvas for display. In this way, the facade becomes more advertisement and less architecture, which is paradoxically more honest. The exterior mosaic tiles resemble white foam up close and smooth stone from afar, and are also used on the sidewalk and in the lobby. An extra floor was added to the top, and space on the roof will become a cafe with outdoor terraces.