OLD SEOUL MEETS NEW SEOUL
One side belongs to Joseon. The other belongs to Seoul today. We wanted the contrast to feel immediate and almost extreme. This is not a faithful recreation of the past, nor is it a polished, modern interpretation of tradition. The space is deliberately split between two very different moments in time, and the tension between them is at the heart of the store. We kept the beauty, age, and imperfections of the traditional elements intact, then placed the intensity and strange energy of BORNTOSTAND OUT® right beside them. The result is a space where something deeply Korean meets something unmistakably contemporary, our own expression of a more rebellious Korean identity.
A PERFUME HOUSE'S INTERPRETATION OF A CAFÉ
We also opened a new café, CAFÉ RED ACCORD by BORNTOSTANDOUT®, something we have been developing for years. Inside a centuries-old hanok, Joseon and present-day Seoul unfold side by side. CAFÉ RED ACCORD is a standalone café concept years in the making by BORNTOSTANDOUT®. The name bridges the brand’s signature color, RED, with ACCORD, the art of blending multiple notes into a single, harmonious scent in perfumery. Approaching coffee much like a perfumer constructs a fragrance, CAFÉ RED ACCORD designs an immersive coffee experience, met iculously crafting every layer from top aroma to palate and lingering finish. At the bar-style drip station facing a traditional Hanok courtyard, guests can observe master baristas in action up close. Meanwhile, the central courtyard, framed around a classic stone pagoda, offers a tranquil sanctuary where scent, taste, and architecture seamlessly intersect.
OUR FOURTH FLAGSHIP IN BUKCHON
BORNTOSTANDOUT® opened its fourth flagship in BUKCHON, where layers of old Seoul still remain. Inside the historic hanok are furniture, objects, and decorations that were actually used during the Joseon dynasty, some of them hundreds of years old. Right beside them sit the bold colors, objects, scents, and contempor ary energy of BORNTOSTANDOUT®.