Often described as the “Brooklyn of South Korea”, these are some of the most stylish spots to visit in Seongsu-dong, one of Seoul’s most popular neighbourhoods now
One of the most talked-about neighbourhoods in Seoul right now is definitely Seongsu-dong. This industrial area in South Korea’s capital city was formerly lined with printing shops, footwear, and sewing factories in the 1960s; it has now become a hip playground full of trendy and contemporary collections from fashion, beauty and art to gastronomy, with creative pop-up stores opening almost every week.
While still maintaining the industrial charm of its past, Seongsu-dong is layered with a new and unique identity, and attracts people like a magnet. The neighbourhood continues to change and evolve even now, with more new boutiques joining the fray. Although one day is not enough to fully enjoy Seongsu-dong, which some call the “Brooklyn of South Korea”, these five venues to start with as an introduction to this much-hyped neighbourhood.
Don’t miss: 6 Korean design hotels in Seoul and Jeju to visit for the perfect autumn holiday
Amore Seongsu
It was four years ago that Amorepacific, South Korea’s representative beauty and cosmetic brand, entered Seongsu-dong. The car repair shop of the past has been transformed into a fragrant space where you can have a differentiated experience of intrinsic K-beauty. The use of industrial materials such as concrete, bricks, and steel creates an Immersive interactional environment.
Enjoy skincare treatments in the private room before trying out a wide range of products. The showroom also features a Beauty Library where you can discover 1,000 carefully selected South Korean beauty labels including Sulwhasoo, Hera, Mamonde, Laneige, Etude House, and Innisfree, ranging from skincare, makeup, hair and body, fragrance, men’s care, to dietary supplements. Another highlight is the Custom Beauty Service zone where you can create the perfect customised foundation, cushion, and lipstick after a one-on-one consultation with a makeup artist.
In case you missed it: From Breitling to Gucci: 5 stylish Korean dining spots in Seoul and Busan