COLLECTION #6
5 Design-Led Showrooms in Seoul
I moved to Seoul in 2014, without knowing it would become such a defining part of my life. I ended up staying six years, long enough to fall in love with the city’s rhythm, its creativity, and especially its obsession with good design. Back then, brand showrooms were already something else; refined, immersive, always one step ahead. I didn’t need to buy anything. I just liked walking around, wandering into a new concept store or showroom, and soaking up the atmosphere. Fast forward to now, and Seoul’s retail scene has evolved into a whole different dimension.
Showrooms here aren’t just for selling things. They’re quiet statements about identity, intention, lifestyle. Whether it's a sunglasses brand building an entire fantasy around their frames or a minimalist label recreating a home around their collections, there’s always something that stays with you. This isn’t a complete list of every cool place in Seoul but it’s a personal selection of showrooms that made an impression on me.
Boon the Shop
Boon the Shop
21 Apgujeong-ro 60-gil, Gangnam-gu, Seoul
This one’s a classic. I’ve been going since my very first years in Seoul, and I still feel the same excitement every time I walk in. It’s a multi-brand concept store that feels more like a cultural space than a shop. The curation is clean and elegant, with a layout that gives each piece room to breathe. You can’t take photos inside (which I weirdly love. it forces you to just be present). Several floors to explore, all beautifully styled, mixing fashion, objects, and even jewellery. A calm, modern space that’s always ahead of the curve.
Lemaire
Lemaire Showroom
44-11 Hannam-dong, Yongsan-gu, Seoul
This feels like stepping into someone’s home, in the best possible way. The exterior is hidden behind a brick wall, with a small garden that instantly slows everything down. The space is warm and understate; beige tones, wood, soft light filtering in. Upstairs, you’ll find pieces of furniture, books, quiet corners that feel lived-in. It’s peaceful, timeless, almost monastic. The clothes are beautifully displayed, mixed with décor and antiques. I love how intimate it feels. Hannam wasn’t my favourite area when I first moved to Seoul (I was more of a Gangnam girl), but over the years I’ve grown to love its slower pace and creative pockets, this place is part of that shift for me.
Acne Studios by Annabel Elston
Acne Studios — Cheongdam
18-5 Dosan-daero 45-gil, Gangnam-gu, Seoul
Yes, I know it’s a luxury brand (and I said I wouldn't talk about them), but this space deserves a mention. It’s almost hidden in a quiet Cheongdam alley, a translucent box with a concrete skeleton inside. I remember the first time walking in, it’s like being in an art installation. The concrete, the floating staircase, the soft daylight, it all feels very Swedish, very intentional. You’re completely cut off from Seoul outside, like stepping into a parallel universe made of metal, light, and concrete. And still, it feels inviting. A strange little world that never tries too hard.
Nothing Written
Nothing Written
33 Apgujeong-ro 10-gil, Gangnam-gu, Seoul
A Korean minimalist brand that does everything right. The showroom is quiet, sleek, and feels like a calm studio more than a store. They’ve created a space that reflects their clothing; simple, considered, and beautifully made. There’s even a café inside, which makes you want to stay longer, browse slowly, and actually enjoy the experience. If you love clean lines and minimalism, this one’s for you.
Haus Dosan
Haus Dosan
6 Dosan-daero 45-gil, Gangnam-gu, Seoul
A full-blown experience. Haus Dosan is like stepping into a design playground, home to Gentle Monster, Tamburins, and Nudake café. I remember the early days of Gentle Monster before it blew up globally; already bold, already imaginative. Now, it’s next-level. There’s always something happening here: moving sculptures, immersive lighting, music, smell; everything is curated. It’s not just a showroom, it’s a sensory world. And even if you’re just grabbing a coffee at Nudake, the visual feast is worth it. I always end up staying longer than I meant to.
A Few Extra Mentions
Tamburins Flagship Stores (all over Seoul):
Each one is different and worth a visit.
Ader Error Store
39 Apgujeong-ro 10-gil, Gangnam-gu
Stussy Seoul Chapter
38-8 Itaewon-dong, Yongsan-gu
Post Archive Faction
16 Eonju-ro 151-gil, Gangnam-gu
Mue Showroom
Hannam-dong, always evolving
