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[Travel+Leisure] Southeast Asia October 2017 Issue



 
Many would attest that, when it comes to shopping in Seoul the areas of Myeong-dong, Apgujeong and Garosugil in Sinsa-dong are often the ones visitors and Seoulites gravitate to. However, thanks to a number of famous Korean celebrities and respected political figures opting instead to purchase goods at lesser-known, traditional districts and unique boutique stores, shoppers are now provided with more options on where to purchase products that will set trends.

With that in mind, I start my tour off at Seongsu’s hand-made shoe street. Steps away from Seongsu subway station, the area is absolutely packed with larger shoe stores and smaller boutiques where footwear is made-to-order according to individual wishes and tastes, one customer at a time. In fact, that is what makes this area so special. Orders are written down or spoken, giving the experience a much more personal appeal. Presently, there are roughly 500 different establishments related to the art of shoe-making. Visitors can find shops that sell accessories and heels to customize their shoes, as well as stores selling finished shoe designs. If you can’t find what you’re looking for here, chances are it simply doesn’t exist.

My journey takes me to 8 Seconds in Seodaemun-gu, near Sinchon Station. The area is close to Hongik University so, needless to say, the shops are brimming with younger crowds. 8 Seconds is Samsung Fashion’s high street brand and was made famous by K-Pop’s superstar G-Dragon. The two teamed up last year for a groundbreaking collaboration, with the shop launching G-Dragon-themed merchandise. G-Dragon worked behind the scenes with designers and merchandisers since April 2016 and even personally contributed to the creative and production process.



When it comes to eyewear, Gentle Monster has the market cornered. The brand has attracted all kinds of fans, namely Zion-T, one of the country’s most famous singers. Under the philosophy of “high experimentation”, the shop almost appears like a laboratory in parts, with the first and second floors featuring displays of scientific instrumentation and bottles to lend a really organic feel to the interior. The first display on the second floor features several columns that look almost like ice cream cones with round discs displaying the merchandise. The decor is extremely creative and like nothing I’ve seen elsewhere. Other sections of the store even have hanging artwork and sculptures on display to entertain shoppers. It truly offers a fully immersive shopping experience.