Where? The four-storey boutique is located in the heart of Seoul's trendiest district, Chungdam-dong. Launched in 2000, it was the first cutting-edge multibrand fashion boutique in South Korea and is now considered one of the hippest stores among Korean fashionistas.
What? The upmarket store carries ready-to-wear ranges and a small but excellent selection of accessories and homeware. It is renowned for stocking trendy, up-and-coming labels.
Fashion finds: there are about 80 international fashion brands here, including Marni, Matthew Williamson, Zac Posen, Dries Van Noten, Yohji Yamamoto and Stella McCartney. The jewellery section features hip labels such as Erickson Beamon, Philip Crangi and Manon von Gerkan, while the shoe and bag departments feature the likes of Christian Louboutin, Sergio Rossi, Devi Kroell and Ernesto Esposito. There is also a children's department, which features miniature creations from labels such as Marni, IKKS and I Pinco Pallino.
The vibe: the sleek and spacious store was designed by architects Ada Tolla and Giuseppe Lignano, and features rotating displays and generous fitting rooms with huge mirrors. The first floor offers a lounge, where customers can relax and check out the latest displays. The second floor features accessories such as jewellery, shoes, bags and sunglasses. Clothing for men and women can be found on the third and fourth floors.
The crowd: the clientele ranges from Korean trendsetters to architects, stylists and celebrities.
Extras: the shop also includes a chic cafe and a gallery, where exhibitions are held.
