Myeong­dong /명동

LUXE City Guides - Seoul - - Shopping Itineraries -

If Korean mega-brands and cos­met­ics are up your street, jet your slacks over to this war­ren of trend stores; they open and close like LiLo’s bed­room doors, but there’s al­ways some­thing in­ter­est­ing...

Start at Av­enuel /에비뉴엘 / av­enuel.co.kr / depart­ment store with swank Tani Next Door (see Rest./Smart), then head down to the base­ment’s con­nect­ing walk­way be­side Chanel for So­gong Un­der­ground Shop­ping Cen­ter, with all sorts of faff n’ fad­dle. Along the walk­way, check out #105, Expo (see Adv. Shop.). So­gong is also linked to Noon Square, a mecca of global fast fash and caffs. Fol­low the signs to Noon Square and climb up the stairs. Once out­side, to the left is a small laneway where you’ll find fab fixit Myung­dongsa (see Very Use­ful). Back track out to the Zara en­trance, and if it’s af­ter 3pm, you’ll see carts sell­ing fried pota­toes, fruit juice, socks, and other bab­ble. Also in the area is cos­metic crazi­ness with The Face Shop / the­faceshop.com; Ari­taum / ari­taum.com; and Na­ture Re­pub­lic / na­tur­ere­pub­lic.co.kr / just to name a few. Con­tinue to the four-way in­ter­sec­tion where you’ll find English ATMs and the Myeong­dong Theatre. Turn right onto the main street and on the left be­tween H&M and an­other Zara is Chungmu Gim­bap / 756 5871 /충무김밥leemeefood.co.kr / for south­ern rice rolls and spicy cut­tle­fish. Turn right at the four-way in­ter­sec­tion with the Na­ture Re­pub­lic flag­ship. Go straight, then spin right at Myeong­dong-4 gil in front of the Spao Bldg. to find mad hara­jukustyle stalls. Turn right at the first three-way street for young lo­cal fash and life­style at Å LAND / 318 7654. Shopped out? Back on Myeong­dong-4 gil, con­tinue straight to the main street, and re­trace to the junc­tion with Myeong­dong Theatre. Nip left past the Daiso dol­lar store, right next to McDee and un­der­ground is Yak­chon /약천 / 775 5070 / for Korean-style con­gee, or if you fancy a steam­ing cuppa slip into O’Sul­loc Tea­house / 774 5460 / osul­loc.co.kr, or a few steps fur­ther on your left is shell­fish resto Jo­gabi / 757 7736. Good work!

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