When in Seoul, shop as Seoulites do

Anyone who's traveled in Europe knows the joy of discovering a great little boutique in a random alley when you least expect it. SOFT owner Jin Min-kyung missed these chance encounters, so she decided to open a simple and sensible select shop in Yeonhui-dong. Despite stocking products by several dozen brands, its collection somehow still looks like the closet of a single person. That’s because Jin only chooses merchandise that suits her tastes while the atmosphere of the store is both stylish and feminine. Most of the goods are lifestyle items; you'll also find products by accessory brands, such as Awesome Needs, famous for its classic straw hats; Vleeda, which prints designs by Lee Da-eun on its products every season; and Monday Edition, loved for its elegant minimal jewelry designs.

This is a café/select shop located in Donggyo-dong. Different themes are chosen every two to three months bringing in various brands that fit the pop-up store concept. Right now, Scope Seoul is introducing loungewear in collaboration with pajama brand Melt, under the theme of “Instant Vacation.” You'll also find items by local designer brands such as grds sneakers, handmade Panama hats from M ET TOI, and floral-embroidered dresses and bags from Mahsoyoung.