This is a project of reconstructing the old Samho 1st Apartment Seocho located between new apartment developments at the southernmost of the Banpo IC along the Gyeongbu Expressway. The Gangnam area is represented by such images as the fancy shopping culture, the cafe street where one can chat with friends having a cup of tea, the cutting-edge development of the organized town, the high level of education, and the forest of buildings lined along the grand streets. Reflecting this sense of place and considering the cityscape along the Gyeongbu Expressway, we developed the plan to maximize the premium with the strategy of differentiated design and upscale development. Along with the installation of the skyscraping 35-story fitness club and the 26-story skybridge book cafe, another landmark is expected to settle in Seocho.