If you are looking to shop at a sophisticated multi-brand boutique rather than a conventional department store in Seoul, 1423 Naivewater is the definitive destination. Maintaining its presence in Cheongdam-dong for over 20 years, this space has served as a crucial stepping stone for renowned international brands to successfully establish themselves in Korea.

Long before many global contemporary brands officially launched in the country, they were already being curated and introduced at 1423. Iconic apparel names like Nili Lotan, Barrie, and Re/Done are prime examples of labels that could be found here well ahead of their standalone stores in Korea.

Moreover, this pioneering curation extended far beyond fashion, 1423 was also the first to introduce exceptional lifestyle brands to the Korean market, including the artisanal French tableware brand Carron and the premium butter brand La Conviette.