3 New Brands at LCDC SEOUL in Seongsu-dong – The epitome of lifestyle sensibility

lCDC SEOUL, a multifunctional cultural space in Seongsu-dong, has been a key spot in Seongsu-dong 2-ga since its opening in 2021. In particular, the ‘doors’ area, wherelifestyle brand shops are gathered, has been attracting steady attention with unique brands such as OIMU, HANAJO, and YOANNA. Recently, three new brands have joined the space, deepening the texture of the space once again. The brands we will introduce to you now are ‘Design of Habit’, ‘Value of Choice’, and ‘Mediterranean Wit’.

1. cOVER SEOUL – Designing Healthy Habits

cover Seoulis a lifecare brand with the philosophy that ‘healthy daily life starts with good habits’. affiliated with the Bestian Foundation, a hospital specializing in burns, Cover Seoul has gone viral for its professional skincare products such as sunscreen and MD cream, and now offers self-care content such as habit design kits and the Sunlight Letter newsletter through an offline space called‘Wet Workshop‘. it’s a hands-on, exploratory space that offers a unique experience where you can design a routine that works for you.

2. iNFORMALWARE – for the discerning

located in the sunny LCDC Seoul, Room A306 , Informalwearis more than just an editorial shop. founded in 2015 as a small basement shop by former fashion designers Hong Seong-chan and Cho Ji-hye, the brand has grown into a brand that introduces “objects that transcend time and place.” It offers a refined curation of kitchenware, furniture, clothing, accessories, and more, and has been called “a brand you can trust.

3. yIAYIA AND FRIENDS – Rediscovering Greek food with flair

iyaia & Friends,which reinterprets traditional Greek ingredients with witty designs, has set up shop in Seongsu-dong. their signature olive oilis made with premium ingredients from the sunshine of Crete and comes in a variety of flavors, including chili, basil, garlic, and truffle. you can taste before you buy, so you can compare the flavors and aromas in detail. You can also find branded goods such as pasta and sauces, as well as aprons, plates, and oven mitts, which make great gifts.

curating a space connected to Sung’s sensibilities

LCDC SEOULis still evolving. the arrival of new brands adds to the trendy sensibility of Seongsu-dong and further expands the range of values and experiences the space can offer. cover Seoul, Informal Wear, and IYAYA & Friends are not just places to sell products, but special spaces where you can experience their brand philosophies.

if you’re looking for an editorial shop for lifestyle brands in Seongsu-dong, now is a great time to revisit LCDC Seoul.