Design

Retail

Boon town— Seoul

Preface

The first multi-brand fashion store in Seoul, Boon The Shop is the guiding light for a generation of affluent, trend-conscious Koreans. Monocle examines its success as it celebrates its first decade.

Boon the shop

For department store CEOs, architects and bank analysts, the annual global retail inspiration/research tour still throws up the same predictable itinerary: one day in London, one in Paris, a possible side trip to see what’s going on in Berlin, a touch-and-go in Milan, Dubai (optional), Mumbai (optional), Hong Kong one day but two nights so there’s spa time at the Mandarin, and then two full days in Tokyo. If Monocle were doing the bookings we’d take a few detours and visit Coccodrillo’s new shop in Antwerp, alight in Beirut to snap up some inex…

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