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Boon the Shop, credited as Korea’s very first luxury boutique, is now the latest.

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Boon the Shoop is part of the Shinsegae department store, but it's a more modern, hip-hop style flagship store

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It was founded in 2000 and it's targeted at fashion young men and women with an unique streetstyle.

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Originally called Boon the Shop Cheongdam after the bourgeois Gangnam district where the Peter Marino-designed standalone is situated. Boon the Shop shall now be referred to as the New Boon.

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Hip, modern store featuring high-end, designer fashions & accessories, plus regular creative events.