Communication

Seoul Construction Site Fence Design Guideline

Extra Form

Area	Korea
Year	2025
Award	WINNER
Client	Seoul Ltd.
Affiliation	SUNNY ISLAND Corp.
Designer	Jun woo Sim, Gyeong hwan Min, Eun Taek Song
Description(English)	The Seoul Construction Site Fence Design Guide is a project promoted as part of the Seoul Metropolitan Government's public design improvement project. This project aims to maintain the design tone and manner and continue the fun design activation policy by installing fence designs. The communication concept is ‘fun communication’, designed to welcome people visiting and reveal the pride of Seoul. Local awareness is emphasized by using familiar proverbs and idioms such as 'Jump on the bandwagon' and 'Yes right, this is 00 you’ve heard a lot', and the name of a specific area was given out, such as 'Tell your friends you are in front of~''.
Description(Native)	본 프로젝트는 서울시내 가설 울타리 디자인 가이드라인을 제작하여 서울 어디서나 같은 디자인과 메세지가 유연하게 적용·관리되는 것이 목적입니다. 특히 가림막 디자인가이드는 공공디자인으로써 서울시의 정체성과 지역성을 부여함으로써 시민들에게 긍정적인 이미지를 전달해야 할 것, 남녀노소 누구나 이해할 수 있는 쉬운 디자인이어야 할 것, 다양한 시각적 정보가 존재하는 거리에 설치하므로 보행 및 운전 시 방해가 되지 않도록 복잡한 이미지를 지양할 것, 마지막으로 서울시 내 여러 지역에 유연하게 적용할 수 있도록 편집 실무자들의 편의를 고려할 것 등의 기준에 맞춰 수립되었습니다. 커뮤니케이션 콘셉트는 ‘펀 커뮤니케이션'으로 해당 지역을 방문하는 사람들을 환영하며 서울의 메세지를 직관적으로 드러낼 수 있도록 기획했습니다. 친숙한 속담과 자주 사용하는 숙어 ‘친구따라 강남간다', ‘이곳이 말로만 듣던~’ 등을 활용하여 지역 인지도를 강조하였으며, ‘친구가 어디냐고 물어본다면~ 00 라고 하세요' 등 특정 지역의 이름을 알려주는 메시지를 함께 구성하였습니다.
Website	www.sunnyisland.kr
Positive Comments
Judging Comments	The Seoul Construction Site Fence Design Guide, part of the city’s public design improvement initiative, applies a “fun communication” concept to construction fencing. Using playful idioms, local sayings, and location-specific phrases, the designs welcome visitors while showcasing neighborhood pride. This approach not only maintains a consistent design tone but also activates public interest, earning praise for turning temporary barriers into engaging cultural touchpoints.

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