Wednesday 14 May 2014

A Quick Tour of Luxury Shopping in Seoul

Part of the reason from my extended absence was I had to go to Seoul, Korea to take care of a few things.

There are so many facets to the city that I hardly know where to start.

Instead of trying to pack a hugely edited potpourri of tidbits, I plan on sharing aspects of the culture and city in several posts to share with those of you who may be interested.

One aspect I found interesting myself was shopping in Seoul.

Seoul has always been a market town for hundreds of years and is the same today.
It has famous street markets but also has created a shopping niche that I have only seen in Tokyo.

Luxury shopping around the world in this postmodern age of globalization has become so universal.
If you enter a high end brand boutique anywhere around the world, it is the physical embodiment of CNN - you could be anywhere.

But in Seoul, they take luxury shopping to the next level.

A boutique doesn't suffice, they make stand alone buildings.


As this Givenchy store demonstrates, they need to make a strong statement to physically stamp their presence.  The trend for architect and interior designer stores started out in Tokyo which filtered its way through to Seoul.
This MCM store which I would have otherwise ignored was literally glowing and reflecting off sunlight that I couldn't help but notice.
Part of me does wonder what the floors that don't have any windows above the store front contain.
Storage? Back offices for the retail arms?
It can't be empty because real estate in Seoul ranks among the world's most expensive.
The Tory Burch store is probably one of her biggest stores in the world and even was shown on the blog Habitually Chic in this post.  The interiors apart from her collection made a buzz in the press.
That would be the Cartier building next to the Ferragamo building...
Even old timer brands like Escada and Zegna still hold court for their baby boomer clientele who still like shopping.
I can't imagine many stores having store front parking  - not even in Los Angeles but Berluti in Seoul does.

By the time I got to Carolina Herrera and Dolce & Gabbana I was simply shocked at the amount of real estate that these stores had that I forgot to actually enter the stores!

Can you imagine 10 floors of Abercrombie and Finch?

The street which is called the Rodeo Drive of Seoul had all the required brands like Louis Vuitton, Armani and Gucci.
Dior was under construction and will be taking a whole corner.
I also noticed Hermes wasn't on this particular street and was told that their flagship store was on another street dedicated to luxury shopping just a few minutes away.
 Upon arrival at the Dosan Park area, there was what was fast becoming a familiar concept of a whole building a store like this one for Ralph Lauren.
 Due to my weakness of not being able to pass a bookshop, 
I took great delight in this Assouline bookstore.


 I quite enjoyed see the Korean flag waving proudly on a street dedicated solely to selling foreign made goods.
In the spirit of being the Korean version of Rodeo Drive, 
there was the obligatory coiffed poodle on tow.


 This Rick Owens store scared me a little.
I should clarify, the mannequin not the store itself.
Then I found the Hermes flagship store which seemed much more spacious than the flagship store in Paris.
 The store was like any other except for the space to showcase their home wares and furniture line.
 Another reason for the size of the building was that they tend to have a special floor designated for exhibitions 
and a permanent display collection that was unfortunately closed during my visit.
 Another unique feature to the store was that the Hermes store had its own cafe.
 The tea was also served in Hermes porcelain and even had its own courtyard and wi-fi for customers!

 After all that gallivanting around those shops, the only thing I bought all day was a cup of tea!

51 comments:

  1. Replies
    1. Funny thing is that the buildings themselves were so distracting that half the time I didn't even enter the store itself!!

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  2. Honestly I'm not surprised you only bought a cup of tea, that is completely overwhelming! I cannot believe the size of those stores, it's like shopping on steroids.
    When I'm confronted with so much choice I don't want anything, do you think that's what happened?
    I didn't know you were in Korea but a big welcome back, I'm happy you're home safe and sound.

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    1. Shopping in Asia is hard core in every which way Dani! I also forgot how much of a sport shopping in Asia is...

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  3. You had to go to Seoul to "take care of a few things"? That's usually how 007 gets dispatched by M. Those buildings look more like vaults than high end boutiques. I wonder how profitable these stores are for those labels?

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    1. I wish it was exciting but it was a family assignment so different type of drama GSL! I don't know the numbers exactly but due to the culture of Japan and Korea where they expect service yet don't like to speak foreign languages, people tend to like to shop at home. One fact I do know is that the highest grossing Chanel counter ( no couture ) is in Seoul!

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  4. I find shopping in New York and Chicago intimidating. Not sure what they would think of Hunter and I in Korea. Who shops at all these stores?

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    1. You know the song gangnam style? well these shops are in that area. Shopping is a serious pasttime here and women still like to physically shop rather than do shopping online.

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    2. We go to Vegas every year. Ever since they opened Macau in China there is hardly a soul in the shops. It not only hurt the gambling but definitely the shops. So glad you are back.

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    3. Actually the Macau one is up and down - I think they tend now to go to Malaysia and Australia - China has been cracking down on some overseas spending so it is all filtering through - glad to be back!

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  5. Welcome back!! Wow, the size of these stores is mind-boggling! I am not surprised you didn't buy anything, I wouldn't either (especially knowing that I can probably find the exact same thing closer to home). The Hermes café looks really nice. Looking forward to your next posts!

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  6. Simply amazing. They are works of art! That mannequin was a little creepy looking. I would have bolted into Assouline also!! Can't wait to here more about Seoul.

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    1. @Jennifer - That mannequin later reminded me of the lead singer in the Red Hot Chili Peppers! Assouline was so nice and they also had an instore cafe.

      @Lousie - I would not have bought anything anyway as the prices are much more expensive than in Europe but I like that they take comfort and service to the next degree as most people are offered tea which is a nice change!

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  7. Were all those shops in the Gangnam area? Or somewhere else? There is quite a bit of Disposable income in Seoul, all that manufacturing revenue...

    I loved insa dong - very cool and a bit edgy, and a bit more affordable.
    Can't wait to meet u in Londy (think I've said it before but I shall say it again....)

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    1. @Cilla - I am looking forward to it to but I think you are coming in the middle of world cup fever - lets' hope england do well!! Yes they are all in the gangnam area - I also like insa dong area and feel like that is the original Seoul. Lots of disposable income in Seoul and adults living with their parents also increase money spent on things other than rent!

      @Laoch - I wish they had bookstores like that here where there were instore cafes..

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  8. I had no idea Seoul was like this!! As you said, these photos could be from Tokyo - certainly that is where all those own building/ store concepts have been pioneered, I just didn't realise it was going on anywhere else.
    All quite amazing!! And certainly that Hermes store shows how provincial and branch-office like the Australian ones are! xx

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    1. Seoul is a bit mental - I do think they should do a proper PR exercise but they don't seem too bothered about their image. My favourite building is the Chanel building in Tokyo where the building looks like a quilted leather bag and has the double C's on each window pane. The building in Seoul makes the flagship in Rue St Honore look provincial! xx

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  9. Hello Naomi,

    This was certainly an eye-opener for us. We could not have imagined that Seoul would be like this. As we are rarely to be found in any shop these days, we should probably have joined you for the cup of tea and nothing else. It is all so very overwhelming in our eyes. There seems to be a lack of human scale about it all. Even the mannequin seems larger than life and, we agree, twice as scary!

    We are, however, totally intrigued about the 'things which needed to be taken care of'........

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    1. I do wish I could show Seoul to people who might never have thought of it has a tourist destination - I may be biased as I am half Korean and I grew up there but it is a city that I hardly recognize myself. I think in Asia they want something impressive - for them it is almost good manners. Believe me the things that needed to be taken care of was not at all glamorous at all!!

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  10. Wouhaou! very impressive. All buildings seem to be huge! This bookstore looks like a little gem...

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  11. Replies
    1. It is a bit crazy Wendy!!

      @FunkySteph - there are hardly any boutiques in the European sense and that bookstore is amazing. But I forgot to go to Corso Como which is one of the few european style boutiques in the fashion of the original one in Milan.

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  12. I think the last time I was in Seoul was in 1992.... It's really changed since then! I don't remember there being such a huge number of luxury goods shops, but perhaps I wasn't looking?!
    I'm intrigued by the business you were taking care of too! It does sound rather 007!

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    1. I left Seoul in 1990. In Asian terms, that was a lifetime ago. I hardly recognized certain areas and things have changed so much that I became a tourist in my own hometown!!

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  13. Naomi, I know it might be inappropriate to ask but are you planning on doing a post on the food?

    And this was so interesting - really more of an anthropological post than a shopping one! Truly...that freakin' Rick Owens mannequin is so creepy I can't get my head around it. What were they thinking???

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    1. Yes I will be doing a post on food as I love it!! But isn't it funny how shopping is actually more than just buying stuff? - it is probably the most anthropological thing about our present society. That Rick Owens was too much but oddly enough I did end up staring at it a lot so in a weird way it did work to get people to stop and look!

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  14. When the Galleria opened in Apku I thought it was beyond. It was often pretty empty tho. The pics remind me of Honolulu which makes sense w Japanese! I love it when Japanese tourists welcome me to Hawaii its so cute!

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    1. That merman-equinn omg! Lol

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    2. Yes I remember that store was always empty too. But it seems to have pretty good traffic and actually there were a lot of Chinese tourists in the stores now! I think that mannequin in the Asia context is actually considered scarier though no??

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    3. Ha! Yes the long Fabio mer-hair, topless, white man... in Asia lol so many stand out factors rolled into one -R

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  15. Oooh you've touched a spot with this post as I'm sure you can imagine. Just before I reached your sentence where you echoed my thoughts, I too was thinking it resembled Rodeo Drive, although from what i=I've seen of Rodeo drive the Seoul streets are far more imposing - the buildings are huge!

    'I also noticed Hermes wasn't on this particular street and was told that their flagship store was on another street dedicated to luxury shopping just a few minutes away' - so they don't class this street as luxury hey; I guess Hermes is in a league all on its own!! Welcome back and hope you managed to sort everything whilst you were away xx

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    1. The Hermes, Assouline, Rick Owens, Santa Maria Novella and a few others were on the other particular street that was by a park and very green. I did have to laugh at the poodles though bc that is just so beverly hills cop no? xx

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  16. Astounding! A number of the US flagships on Madison Avenue have little to no foot traffic, nor do they seek it. They want a presence, and the stores hold the merch that is shown in the store by appointment or by "outcall" in hotel suites. But your shots of Seoul make it look down-market.

    Welcome back!

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    1. Yes the local market would think the brand is going out of business or losing its edge if a store didn't have a big building. I think a few stores in Asia tried the appointment system but they don't have the patience over there for that sort of thing. Am glad to be back and trying to get back into a routine!

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  17. Love the freestanding stores. MCM is gorgeous. I keep waiting for them to make a comeback here so I can pull my bag out of the archives! I love vicarious travel so thanks for posting.

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    1. It's funny bc MCM was out of my radar but the building literally brought it to my attention again so perhaps there is something in structural advertising?

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  18. Naomi, Very interesting post. I have to say the buildings are beautiful. Sad though how much designer goods are coveted. I like nice things as much as anyone else, but this is a bit scary. Shallow caring so much about these material things that they have built all these! The story about kids living at home so they can afford more luxury goods is insane. What will become of us if that is what one lives for.. It's getting that way in Japan I hear..

    I think I'd have tea like you, just to check it all out.. x Kim

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    1. I am going to do a post about thoughts on this brand business especially after this trip. There are so many cultural aspects to shopping and the like. The odd thing is that there are actually so many things to do in Seoul that I don't understand why they shop like mad. In London we have bad weather so being outdoors is not really a regular occurence so it makes sense here...But it would be great fun to have tea with you Kim! x

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    2. Please do that post!! I touched on that theme a little in one of my posts, but I'd love your perspective - mine is limited to Melbourne and Sydney and what I read in the papers and see on blogs... would love to hear your views on the Asian aspect, as well as London... x

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    3. Heidi _ i must just start writing things without worrying too much about things so I will add something as an addendum to your post you did a few weeks ago! x

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  19. Glad you went gallivanting (Gallivanta approves of gallivanting :) ) and brought us all these lovely sights. If I had the money I would find that sort of environment conducive to shopping.

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  20. now that I live in Hong-Kong I see those kind of buildings...but honestly Seoul is on another level !!! amazing...!!!! tea time in Hermes? priceless ;))
    hope next time we can meet in Asia, until then, see you next month in London xxxxxx

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  21. Naomi - this was a fascinating tour - I had no idea there were such glittering palaces of luxury there. Really interesting about Tony Burch isn't it? I don't wear her because she considered a bit East Coast here, the preppy gold labels etc, but she's been so incredibly successful...And now that Hermes cafe, I could replace the dirty scruffy cafe I go to write on Friday with that no worries at all.

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  22. Hi Naomi-Welcome back! What a fascinating glimpse of luxury in Seoul. It's so interesting how they construct individual buildings. Sorry you had trouble commenting on my blog. Now that I'm on Wordpress the comment section seems to be on top and by clicking the link. Great to hear from you and fun to see this side of the world through your lens.
    Happy weekend!
    xx, H

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  23. I was in Seoul in 2002 and it was nothing like this. Even then I was amazed at how shopping was on another level in Asia, particularly in HK and Tokyo. I still remember the most flavorful and tender (you cut it with scissors) Korean barbecue I ever had. Future meals in Korean restaurants here have never surpassed that experience. I remember also being surprised to see many Catholic churches in Seoul. Look forward to your Korea posts as I am fascinated with Asian culture and food.

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  24. These stand alone stores certainly look impressive and I'm not surprised that you were so busy taking photos that you didn't actually have a look inside them all. I'm sure I too would have made time to have a break in the Hermès café! Looking forward to more posts on this vibrant city.

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  25. @Gallivanta - by name by nature! Funny enough I like eye shopping which is very convenient!!

    @Fabiola - Hong Kong seems to be more frequent shoppers but then again they have Ferragamos like Gaps over there!

    @ALW - While I admire Tory Burch I also have nothign from her. It's odd how one gravitates to something even though it is perfectly nice! I love how there is wifi in boutiques!!

    @Heather - no worries - I did persevere though but for some reason the comment wasn't coming up!

    @Marie - I am always intrigued when people say they have been to Korea as it is off the beaten track and they don't really try for tourism trade as much. But the country has changed sooo much and yes I went to the main cathedral and here was a queue to get in - I will show that picture in a future instagram post as I couldn't believe it as it wasnt even Easter or Xmas!

    @miss b - I am sure you would love Seoul with your taste for travel and adventure!

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  26. Wow, while it seems that the level of luxury shopping in decaying in the US, it sure seems to be on the rise elsewhere. That real estate is something else!

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  27. Amazing! Women in Seoul must really buy luxury brands a lot!

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  28. The higher floors tend to be rented out to other business (Hermes is an exception). For example there's a plastic surgery clinic located on the upper floors of the Givenchy building.

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Thank you for dropping by!