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Apgujeong:Seoul's Catwalk of Chic Retreats and Cozy Hideaways
2008-08-14 VIEW : 1633
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Written by Gregory Curley Photographs by Ryu Seunghoo and Gregory Curley |
 Apgujeong is a feast for the eyes. Adorned with all the trappings of success, it remains the place to go for all things hip and fashionable. And its glittery appeal doesn't seem to be losing any luster either. In fact, there's been a surge of stylish venues sprouting up in hurried haste over recent months, adding to the area's already trendy list of reputable establishments. Two new notable additions are Club Circle and Club Answer. The former saw the likes of David Beckham drop by a few months back, while the latter holds some of the country's most lavish parties hosted by some of the world's most sought after DJs.Make no mistake, from its decorative wine bars and relaxing park side cafes to the grand scale flagship designer stores and classy art galleries, a leisurely stroll through the upscale labyrinth of side streets will have some reeling at the outrageous displays of wealth and others seemingly more in tune with the hedonism the area affords. Indeed, Apgujeong is many things to many people. Yet, all differences aside, it does continue to attract its fair share of eager trendsetters in the quest for quality and the insatiable desire to be seen. With that in mind, and the hazy spell of summer upon us, it's well worth venturing out and exploring at your own leisurely pace. Rest assured, somewhere, some place, among the lengthy list of hotspots, there's a venue with your name on it. Rodeo Drive According to those fortunate to call the area home, Apgujeong's affluence stretches from Garosugil Road, just north of Hyundai Department Store, all the way down to the upscale boutiques of Cheongdam-dong. For many shoppers, however, the bulk of Apgujeong's fashionable boutiques are laid lavishly throughout the myriad streets opposite the Galleria. Remarkably, the extravagant stretch of Rodeo Street, perfect for stargazing and emptying the wallet, has built quite a reputation for itself throughout the years. The famed road is the world's tenth most expensive shopping street, with real estate prices barreling out of the stratosphere. Rental prices alone are reported to be worth US$ 451 per square foot. Spanish retail giant Mango, together with Tommy Hilfiger and Guess, all have slightly smaller, more accommodating stores situated along here. There are also dozens of tinier outlets that carry a limited number of particular brands such as Banana Republic, GAP, Abercrombie & Fitch, Club Monaco, American Outfitters and Old Navy, making purchases much more original and unique. Rodeo Street's counterpart, the rounding road that connects Apgujeong to Cheongdam, sports a fleet of designer stores much grander in both scale and price. Cartier, Dolce & Gabbana, Ralph Lauren, Gucci and Prada all take up residence along here. |
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| Naturally, this alternative is for the select few that consider money to be no object. Yet, perhaps Apgujeong's most fashionable trademark is the Galleria Department Store. Divided into two separate buildings, East Gate and West Gate, the impressive architectural addition of the latter features 4330 glass discs mounted to the existing concrete structure that reflect mother-of-pearl during the day and light up at night. The luxurious interiors were designed to resemble a glossy catwalk, with wide, bright corridors flanked by beautiful shops, cosmetic counters and a huge variety of grooming products. The west gate also boasts a large supermarket, wine shop and bakery located at basement level. Enormously popular, this should be a starting point for any new shoppers to the area. A Preserve of Rich Spoiled Youth No Longer Throughout the 1990's, Apgujeong catered primarily to the luxurious tastes and fancies of its youth culture. Yet, that demographic has changed somewhat over the years, as older crowds are taking notice, favoring the area's overall laid back feel. A night out here doesn't involve battling boisterous crowds or having to deal with heavy traffic. Instead many places are very easy to get to on foot. Conversely, anyone wishing to while away the daytime hours can comfortably skim for the best deals through alleyways flush with vintage shops and then cap things off sharing stories over a meal at any number of upscale terraced restaurants and dim-lit cafes; the area bordering Dosan Park is particularly nice. |
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What's Your Pleasure? For those in need of a few culinary recommendations, there are a few highlights that are worth mentioning. If it's tradition you're after, Apgujeong does keep to it's native roots and boasts some fine galbi and samgyeopsal restaurants as well. Koggi Koggi (543-4244) is a local favorite and features a hearty variety of marinated samgyeopsal. It's always busy and won't disappoint. Those preferring something a little more exotic may wish to visit Zen Hideaway (541-1461). As the name implies, the tastefully decorated fusion restaurant is hidden several streets in from the busy shuffle of Rodeo Street and is often frequented by celebrities. Another signature restaurant exclusive to the area is Anna Bini (3444-1275). Tucked away up a narrow side street near Galleria intersection, this cozy little eatery is quite arguably the best Italian restaurant in Seoul. Steak lovers will be happy to learn of Eric's Steakhouse near Hakdong Intersection. The small but very tasteful restaurant has a superb selection of meaty entrees all wonderfully prepared with a slew of delicious sauces. If it's a nightcap you're after, be sure to scribble in a visit to Tribeca (3448-4559), the colossal, multi-leveled magnet for lounge lovers. There's also the impressive Casa Del Vino (542-8003), a lavish wine bar boasting an incredible selection of varietals, and Actually, Cheongdam's newest after hours installment. If you're in need of something more subdued, the British-themed Abbey Road pub may have the atmosphere you're looking for. Replete with a great outdoor garden, it's a perfect spot for lounging away among friends. Also worth exploring are the fine dining establishments nestled along Cheongdam's quieter back streets. If privacy is what you're after, this an ideal spot to soak away the hours. Both Tani Nomadic Bistro (3446-9982) and Palais de Gaumont are exclusive to the area and remain a cut above the rest. Those needing to remedy those itchy feet can stroll the 500m stretch of Garosugil Road, a little ways up from Apgujeong Station. The sophisticated up and coming area is an elegant promenade lined with gingko trees and flanked with all sorts of trendy shops and European-style cafes. Whether you want to string along your friends to toast martinis with at S Bar (546-2713), drift away in the musical nuances of Once in a Blue Moon (549-5490) while sipping a Bill Evans signature house cocktail, or spend the evening with that special someone high above the city lights at the romantic Café 74, Apgujeong has you covered. So next time the weekend rolls around, consider heading a little further south of the river to see what the area has in store for you. You just might very well see yourself coming back more frequently than you care to admit.
Getting There Apgujeong is quite easy to get to. Simply take subway line 3 to Apgujeong Station and get out at exit 2. At the top of the subway exit make a u-turn, head to the main road and take a taxi to the Galleria. For those that prefer to venture by foot, the Galleria is a brisk 25min walk away. To get to Garosugil Road, get out at exit 5 and walk straight for about 15mins. |
