The “COMFORT SEOUL” fashion selection gallery coffee compound venue, co-founded by fashion photographer Heejun Kim, film worker Tae Kyung Lee and fashion editor Youngwoo Lee, opened in June 2022. Soon, because the trend leaders GD and Jennie checked in on social media, instantly attracted attention, which not only attracted a large number of fans to make pilgrimage, but also became a must-visit trend store in Seoul. In fact, aside from the traffic supported by celebrities, COMFORT SEOUL still has a considerable degree of prominence in terms of its business philosophy, product selection and building itself.
The site was chosen in the quiet community of Houyan Cave and backed by Nanshan, which was intentional for the manager. “Heejun and TK prefer a calm and relaxing neighborhood. When they drove through Suyue Road, they found this place. The scenery of Nanshan in the rear was particularly plus points,” explained Youngwoo Lee, a fashion editor and brand director of COMFORT SEOUL.
This Qingshui-model single-family building is located on the hillside, with its back against Namshan and overlooking the city view of Seoul on the front. Boundless, the new Korean construction team responsible for the supervision, uses the ground-type characteristics of 15 meters up and downhill, making it a 3D three-dimensional transportation hub. The first and fifth floors connect Houyandong and Sooyue Road respectively, and is open to everyone during business hours, realizing the original intention of the manager to create “communication” through COMFORT SEOUL.
Named COMFORT, and actively establish mutually friendly relationships with consumers and community residents. But in fact, “COMFORT zone will kill you” is the opportunity for the brand's core values to cooperate with three managers to open a store. “We try to bury many small details in this store, so that consumers can get some experiences that are different from other places through unintentional discoveries. People can read our book selection in the cafe and come into contact with different views, find products from new creators in the selection store, and stimulate your imagination. The ground by COMFORT is an exhibition space that brings a variety of exhibition experiences through lighting, music, smell, installation art, graffiti, etc.; on the top floor, you can also directly hit the contemporary Seoul's urban appearance 360-degree panoramic view,” Youngwoo Lee continued, “As store leaders, we choose to leave our comfort zone to explore a new, strange world to keep inspiration endlessly, while also enjoying sharing this experience with our guests.”
If you have the opportunity to come here, in addition to digging in the niche and potential new designer brands, COMFORT SEOUL's self-operated products are also worthy of favor. For example, even BLACKPINK's Rose has a small black cat pendant (its prototype is a cat named Piyong raised by Heejune and TK), an scented candle named “façade”. The container looks similar to this single-family shop, and it is suitable as a souvenir or souvenir.
