although it has gained global attention on quite a few occasions, seoul still isn't an obvious destination of choice for those from further afield than the northeast asian region. but the dynamic korean capital has gone from strength to strength on so many levels, boasting an increasingly sophisticated and varied lifestyle infrastructure, and we reckon it won't be long until it's on a par with the bubbly urban scenes in tokyo, hong kong and shanghai. indicative of the city's flourishing creative scene are the many new and audaciously conceptualized establishments in retail and hospitality, and very often created by a growing pool of local talent.
a little while ago, a cool new boutique hotel bowed in seocho-dong, a tony neighbourhood on the south bank of the han river. called hotel sohsul or snow hotel in english, its design by 1990 urban architecture office very much reflects the zest for quirky and modern concepts that bonds korean entrepreneurs and consumers. the multi-storey building has been given a highly eclectic interior - from wallpaper and ceramic tile, to brick and walls simply dipped in a pristine white hue - which makes clever use of the abundance of sweeping surfaces. hotel sohsul features no less than twelve different guestrooms and suites, with the variety in the latter obviously being the most spectacular in design.
our absolute fav is the spa & pool penthouse which, as the name already implies, boasts royal dimensions, sleek design, and last but not least a private indoor pool. needless to say that all rooms and suites are designed for today's savvy modern traveller, and as such they come with all the modern comfort and amenities they expect. hotel sohsul is also a popular social platform for the neighbourhood's hipster demographic, and it has anticipated this pivotal role and very recently added a so-called urban project space, called five point five, in the basement area. location: hotel sohsul, 1594-4 seocho-dong [seocho-dong].
© hotel sohsul / photography: sun namgoong