The historic district of Jongno in northern Seoul is known as ‘the heart of Korea’ because of its significance in the country’s politics, culture and history. It’s home to palaces such as Gyeongbok and Changdeok, several august pavilions, the South Korean president’s former residence and Bukchon Hanok Village, an ancient residential area with hundreds) that date back to the Joseon Dynasty. It was this blend of regal architecture and residential vernacular that Seoul-based architect Seo Seungmo of Samuso Hyojadong drew on when designing Aesop’s new store in Seochon, one of the oldest neighbourhoods in Jongno.
