The project seeks to analyze how the cultural programs can be used to form brand image. The Apgujeong district has been selected as a sample location for this research, because the district leads the latest cultural trends in Korea.  The area has been transformed from a farming region to today’s Apgujeong in less than 50 years.  The project tries to define how the area has been leading the latest cultural trend, and how the trend has influenced people in the area. The project analyzes the program on how they have created brand image. The analysis in this project is visualized through photographs, drawings, and diagrams. Based on the data, the research indicates that architectural programs influence people with their brand image. The purpose of this project is to form a relationship between the programs that creates brand image. The characteristic of the district can be increased by connecting each program. The continuous form of the space is controlled by applying the data analysis. The research finally explores the relationship between different programs. The project analyzes seven major retail and office programs around the site and defines the relationship between different programs. The final form of the project is purely driven from the data analyzing each program.