The gangnam Headquarters Building of Hyundai Marine Insurance Co. occupies a place on Teheran-Ro full of rows of office buildings finished in all colors and patterns imaginable. This project differentiating itself from the rest in terms of its formal and substantial matters defines a majority of its foral and sibstantial matters defines a mojority of its volume and exterior already by considering measures to respond to the context surrounding it prior to commencement of its fill-scale design process in order to attain its design goal of establishing the corporate image that any headquarters building should possess. The usual attempts to express unique characters of their buildings mingle with so called, unique buildings around and in the end, end up as another building with common characters lacking any consitency and implicit appeal.