6 years ago


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TRAVEL discussions –

TRAVEL discussions – because technology isn’t just about gadgets, it also starts as ideas between people.” Small House Big Door is a great example of Seoul’s smallscale creative industry. At the other end of the other scale, you won’t find a bigger example than Samsung. Beyond the electronic goods it’s best known for, the huge conglomerate’s interests are as diverse as cars (Samsung- Renault) and socks (via its fashion store 8 Seconds) to even the country’s largest theme park (The Everland Resort). Not only is Samsung incredibly important economically – accounting for around 20% of South Korea’s GDP, and no, that’s not a typo – it’s also influential culturally. Alongside companies including Hyundai and LG, it benefits from a very loyal consumer base although there does seem to be a perceptible societal pressure to buy local products, reinforced by blanket advertising. One notable exception is Apple’s strong market share among Seoul’s young creative community, who because of their use of Macs at work or home often buy iPhones, rather than Samsung Galaxys. The domestic market is so strong that many highly successful Korean companies and brands are not widely known outside Asia, including Naver – the world’s fifth most-used search engine – and LINE, which is the world’s fourth largest Instant Messaging app. CUTTING EDGE Heesung Jun (top) of 10 Corso Como Seoul (above) promotes ‘slow shopping’, luxury fashion and art. Hyuna Kim, marketing manager for American Apparel Korea (right), loves the city’s energy: “People party as hard as they work”. Below: F-TYPE sits pretty in one of Jaguar’s smart new Seoul dealerships This loyalty also extends to the high street where, unlike many other capital cities, there’s not a Zara, H&M and Starbucks on every corner but there are many interesting local brands including Innisfree and Beanpole. Gangnam is the city’s upmarket shopping district – made famous by that irritating, and irritatingly catchy tune Gangnam Style – and is full of international brand flagship stores, much like Aoyama in Tokyo and London’s Mayfair. In 2008, in a joint enterprise with Samsung’s fashion arm, Italian multi-brand store 10 Corso Como opened its biggest Asian branch there and with its radical and relaxing ‘slow shopping’ mantra and fusion of luxury fashion, commerce and art changed the way Seoulites enjoyed the retail experience. Instead of the usual ‘K-Pop’ buzzy environment there is a relaxing curated experience. Unlike Japan, Korea’s luxury market is nascent with few local brands internationally recognised so far. However 10 Corso Como promotes some of the best, including Steve J and Yoni P, Nonagon and History by Dylan. Lee Joo Young is head of digital content at Dazed Korea, the local edition of UK’s cult-status fashion and pop culture magazine Dazed & Confused, and so is the perfect person to discuss the digital future of fashion. “Because LG and Samsung also own clothing companies, it is easy for them to combine their focus on fashion and electronics,” he explains. “We are a nation that likes to express ourselves digitally, so it’s obvious that we’re seeing more of these convergent 40 j THE DYNAMIC ISSUE


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Jaguar Magazine celebrates creativity in all its forms, with exclusive features that inspire sensory excitement, from beautiful design to cutting-edge technology.

In this issue, we explore the art of creativity from the Brazilian masters who devised the graceful art of Capoeira, to the Irish artists mixing new culture with old. You will also discover the creative line that links Victorian wallpaper to the iPhone. While the multi-talented actor and performer, Riz Ahmed, explains why it is the right time to reveal his true self to the world.


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