Seoul, the capital of South Korea, is where you’ll discover gleaming skyscrapers alongside historic Buddhist temples, Michelin-starred haute cuisine bordering humble dumpling houses, and splurge-worthy Korean fashion boutiques neighboring traditional craft shops. As for the design scene? It’s rapidly expanded in recent years, from marking the expected (like hotels and museums) to the unexpected (like bakeries and barbecue spots). But the one thing binding the most noteworthy design examples here is how, in true Korean fashion, they embrace the new while honoring the old. Here, a guide on where to stay, eat, and shop in the thrilling, nonstop city of Seoul.
STAY
Four Seasons Hotel Seoul
Rather than establishing itself in a touristy spot (like Gangnam and Myeong-dong), the Four Seasons Hotel Seoul set its sights on Gwanghwamun. Though the area is fairly quiet, and its streets lined with government buildings, it’s strategically located within walking distance of lots of historic attractions, including Gyeongbok Palace. The accommodations are sophisticated and spacious and accented with pops of plum, Korean handicrafts, and fully customizable beds. There’s seven distinct dining and drinking concepts (including the soaring, woody Japanese restaurant Kioku by Hong Kong architect André Fu) on deck, but it’s Charles H., the hotel’s crown jewel, visitors shouldn’t miss. Enter through an unmarked door downstairs to discover a gilded, glamorous lounge envisioned by acclaimed design firm AvroKO that’s dedicated to the art of drinking well.
RYSE Hotel
Located in Seoul’s vibrant, youth-driven Hongdae neighborhood, RYSE Hotel feels more like a buzzy local hangout than hotel. The design is bold and eclectic, thanks to an unexpected mix of colors and materials (think glossy pink floors, pastel-tinted glass, and craggy concrete walls). The six room and suite categories are cleverly named, ranging from Creator to Executive Producer (a 2,200-square-foot hideaway dripping with art). And with several buzzy restaurants and bars (including two Tartine cafés), an art gallery, and a boutique, RYSE keeps hotel guests happily put, while luring the local creatives and curious passersby in.
EAT AND DRINK
Our Bakery
As Koreans are passionate about bread and baked goods, Seoul is liberally dotted with bakeries. But Our Bakery in trendy Gangnam stands out from the rest for its unexpected design and menu. The look is a bit stark and reminiscent of a schoolhouse, with clean lines and an abundance of wood flourishes. There’s even cubicles should you want to dig into one of Our’s signature, indulgent creations (like the red bean choux cream buns and nutella banana croissants) in complete privacy.
Jungsik
Yim Jungsik was one of the first chefs to champion contemporary Korean cuisine when he opened his namesake restaurant in Gangnam in 2009. Despite the acclaim Yim’s collected since, his cooking still maintains a delicate balance between traditional and haute. The main dining rooms on the top two floors are minimalist and airy with ceiling-to-floor windows, white tables and seats, and dark wood floors. And the ground floor wine bar, outfitted with an elliptical bar and plant-lined terrace, is ideal for unwinding with elevated sips and snacks.
Cafe Onion
Locals dub Seongsu-dong, formerly an industrial neighborhood, as the Brooklyn of Seoul. While the old structures remain intact, they’ve recently been taken over by a crop of visionary creatives who’ve revived them into hip businesses. Cafe Onion’s crumbling brick, dilapidated walls, and faded paint stains from this cafe’s former life as a metal factory are still evident for a strikingly raw but welcoming effect. No wonder the city’s stylish set flocks here morning to night.
Stay
Perched sky-high on the 81st floor of the Signiel Hotel at Lotte World Tower (Korea’s tallest and the world’s fifth tallest building), Stay is terrific for celebrating special occasions. Naturally, the views will leave you breathless, and the design is equally unforgettable, thanks to neon yellow chairs, gold pendant lights, and checkerboard tile floors. The menu, envisioned by celebrated French chef Yannick Alléno, is filled with dependable classics, like asparagus gratin, roasted duck and foie gras, and grand marnier souffles.
Woorahman
For an upscale spin on Korean barbecue (a must for first-time visitors), head to this restaurant tucked away in a hushed residential pocket of Yongsan. Run by a young, enthusiastic team—including a female butcher who cut her culinary chops in Australia—Woorahman expertly grills assorted cuts of wet-aged, locally sourced beef table side in one of three private dining rooms. Reservations are a must for the tasting menu experience, and the whiskey pairing is optional (but highly recommended).
Taupe
Per the name, taupe is the color inspiration behind this newly opened hot spot near Dosan Park. While the decor is soft and subdued, chef Kim Chulho spins his menu in the opposite direction. His dishes, which rotate twice a year, are rooted in European technique, with bold flavors and artful presentation taking center stage. (Meaning: The plates are as easy on the eyes as they are on the palate.)
SHOP
Kuho
As the flagship of one of Korea’s most beloved fashion designers, Jung Kuho—he’s also the director of Seoul Fashion Week—this glamorous, slightly futuristic-looking Hannam-dong boutique showcases his signature looks that toe the line between avant-garde and minimalistic alongside a line of limited-edition, artist collaboration items (called Artisan) and household items.
Soohyang
In 2013, Kim Soohyang launched her home fragrance line at a small shop in Itaewon. But business grew so quickly she had to decamp to a spacious townhouse in Gangnam the next year. The 33-scent collection takes inspiration from things dear to Kim, like addresses—Itaewon565 was the address of her first shop—and memories (New Shoes). Also, everything is packaged in blush pink for a positively pretty presentation.
Queen Mama Market
An oasis in an urban jungle, this four-story building in swanky Samcheong-dong is devoted to well-crafted items that help make everyday living more chic and cheerful. To keep things fresh, owners (and ex-fashion designers) Jinyoung Kang and Hanni Yoon constantly switch up the roster. After you’ve indulged in a little retail therapy, head to the café on the top floor for an espresso and relaxing city views.
Velvet Trunk
Respected Korean fashion retailer Ecru and footwear retailer Kassina partnered up to open Velvet Trunk last November in Seongsu-dong. Housed in a former print shop, this boutique specializes in up-and-coming fashion and home brands, with a strong showing from Korea and Japan (Engineered Garments, StandAlone, and Human Made).
Boon the Shop
Though Boon launched in 2000 with a smart mix of industry heavyweights and emerging labels, it didn’t open a flagship until 2014. And it was well worth the wait. Designed by Peter Marino, the 27,000-square-foot, gleaming Greek marble masterpiece is spread over seven floors and occupies two city blocks. Inside, the merchandise is meticulously presented in museum-like fashion.
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