Abstract
Since Seoul was selected as the world design capital at the end of 2007, the endeavors to modernize the Korean unique beauty is becoming more tangible. Especially, the commercial spaces to be used by the general public and tourists have the value for study in the respect that such spaces for the national iconic images and have a large and far-reaching effect to transmit the national identity. Therefore, this study analyzed the design coordination properties in the Koreanity expression found in the modern commercial spaces. the foundation for the analysis was based on Leonard Koren's work on the arrrangement rhetoric theory, 'Arranging things(2003), and the contents of Korean expression were reviewed with professional jounals. the results are as follows: First, the design coordination properties in the Koreanity expression shown in modern commercial spaces are black-white contrast, natural materials, curved shapes, brevity, and simple beauty. Especially, some elements such as wood, traditional Korean papers, stones, mid-to-low chroma natural colors, checked patterns, and crazy patterns are used with overlapping and it is viewed that it is necessay to more aggressively seek for the disappeared traditional elements in the Korean modeling properties. Second, the concrete images of Korean expressions could be summarized as four adjective image groups, Natural, Subtitle, Gentle and Magnificent.
