The experience
This route presents modern southern Seoul: Gangnam, COEX, the visual culture of new Korean brands, and the city seen from the height of Lotte World Tower. It is not a tour of “old Korea,” but of scale, style, pop culture and architectural spaces that shape Seoul’s image today.
The journey
Magic moments
The glass floor of Seoul Sky beneath your feet. The towering bookshelves of Starfield Library inside COEX. The futuristic creatures of Haus Nowhere replacing the idea of an ordinary store.
This route presents Seoul not through palaces and traditional quarters, but through its contemporary urban scene: brands, architectural spaces, pop culture and the vertical scale of the metropolis. It works especially well as a contrast to the historical city centre.
Practicalities
Where you go
