1. Look to Seoul for street hiker style.
While Milan seems singularly focused on a scholar-meets-Miu Miu aesthetic, Seoul’s sole style is what we are calling Street Hiker. Think Merrill, but merchandised and styled for fashion. The foundational piece: a Salomon or Salomon-esque hiker with every and all outfits, dresses, skirts, leggings, and the like. Add an Avie Muah jacket and a few classic streetwear items and you have the look.
2. Move over french manicure.
K-beauty has been trending for decades, so no surprise the latest Korean manicure must-have has captured our attention for it’s incredibly intricate and unexpected design, with 5x5 Nail Studio leading the look. Almost sculptural in feeling, this will no doubt inspire beauty and nail brands, but CD & Co. expects it to take its place as muse for all disciplines, influencing texture, sculpting, patterning, color combinations, and embellishment. It’s the nail art interpretation of our parent company’s New Brutalism macro design movement.
3. Hot hotel tip: cater to pregnancy.
In the hospitality arena, Seoul has found a sweet spot with expectant travelers. Four Seasons Hotel Seoul takes the “pillow menu” one step further with a full body pregnancy pillow available for guests that need this specialized level of comfort. Seoul also boasts postpartum care centers like St. Park and Heritage Center that are and have been ahead of their time. Kudos to Korea for noticing this niche, and points to all brands that start thinking “how can we craft a more personalized maternity experience?”
For a more in-depth discussion on the potential of playing in the pre- and post-pregnancy spaces as well as the traditional maternity business, download our Modern Maternity report.
4. Mad listening skills.
Beyond the elegant and thoughtful appointment of Korean cafes and bars, and their artistic food and beverage offering, the stickiest initiative is the listening concept woven into businesses like Hills and Europa and Folki Cafe. Every coffee shop and wine bar has a vintage listening installment capturing the look, sound, and, smell of the music purist’s perfect set up. It’s the ideal elevation of grab & go cafe culture or third space/remote work landing spot.
5. Presentation takes precedence.
Staying on the topic of elevation, Seoul takes all elements of display and presentation seriously. Nudake Cafe has Supermoon Bakehouse vibes, pushing the design, decor, and display of their confections to museum-level quality. Tamburins fragrance and personal care brand has a powerhouse location in Seoul that will make you want to rethink your scent and body care as soon as you walk through the door. Take a cue from CD & Co. fav Gentle Monster, the master of making space and place transportive.