The New Seoul Photographic Art Museum will be located in the recently revitalized cultural and arts district of Dobong-gu in the northeastern part of Seoul to showcase some of Korea’s best artists. This proposal for the Museum is designed to act as a lightbox to represent the essence of a camera. This is characterized by its facade that is shaped like a photography backdrop. The facade makes the building look solid during the day, turning foreground objects into the subject for art against the white background of the building. During the night it glows to act as a beacon of art for the new thriving cultural district, activated by large scale projection mapping on the interior facade of the skin.