The Ultimate Guide to Seoul for Art and Design Lovers
During Seoul Art Week, experience the city’s creativity and K-culture through museum exhibitions, independent galleries, innovative cuisine, and more
Over the past decade, South Korea has risen to a cultural apex, with everything from K-pop music to K-beauty skincare and Korean barbecue dominating global conversations. The country’s capital, Seoul, is a buzzing metropolis that flexes its art and design credentials across its sprawling neighborhoods and, this fall, will host the fifth edition of Frieze Seoul.
The globally renowned art fair takes place September 2–5, 2026, at the vast COEX Convention & Exhibition Center in the city’s famous Gangnam neighborhood. Close to K-Pop Square and artist Hwang Man-Seok’s Gangnam Style sculpture—a pair of giant bronze hands crossed to mimic the dance move accompanying the 2012 viral hit of the same name—the venue sits at the heart of the affluent district south of the Han River that’s synonymous with luxury retail and K-culture trends.
At Frieze Seoul, expect to discover 125 galleries from 30 countries, with more than 70 percent based in the Asia-Pacific region and over 50 exhibitors operating permanent spaces in Seoul. The new “Material Practice” section is curated by Hyeyoung Cho, chair of the Korea Association of Art and Design, and explores the intersections between contemporary art, design, and craft. Works by Minjae Kim, Studio Furthermore, and 2026 Loewe Foundation Craft Prize winner Jongjin Park will feature among many others.
The wider Seoul Art Week also encompasses the collectible design fair Design Miami Seoul, which runs from August 31 to September 6 at the Zaha Hadid Architects-designed Dongdaemun Design Plaza, plus a variety of museum and gallery exhibitions showcasing works by internationally renowned Korean artists and global names. And while in town, you’d be remiss not to experience the dining, drinking, cultural, and retail spots that we recommend below.
What to See
For a dose of cultural immersion, start at the historic Gyeongbokgung Palace complex to marvel at its Joseon dynasty architecture and watch the colorful Royal Guard Changing Ceremony. But where the city really shines is in the modern and contemporary sphere. Several of Seoul’s museums are designed by global “starchitects,” all of which are worth a visit. They include the Amorepacific Museum of Art by David Chipperfield (currently showing Sol LeWitt’s “Open Structure”), the Audeum audio museum by Kengo Kuma & Associates (by appointment only), and the previously mentioned Dongdaemun Design Plaza, which looks as though it landed from another planet.
The National Museum of Modern and Contemporary Art (MMCA) is currently hosting a major retrospective of works by Korean artist Do Ho Suh, who will also be represented at Frieze by Lehmann Maupin and STPI. Fellow Korean artist Koo Jeong A is the subject of a solo exhibition at the Samsung-supported Leeum Museum of Art, Yang Ah Ham’s “Undefined Panorama” research project is on view at Art Sonje Center, and Lee Kang So’s “Emergence and Dissolution” collection of experimental multimedia can be experienced at the Lotte Museum of Art. Also, artist and stage designer Es Devlin’s first solo exhibition in Korea, at Futura Seoul, runs through January 17, 2027.
Independent contemporary art galleries are scattered far and wide across Seoul’s vast urban landscape, so plan ahead if you want to fit in as many as possible. Highlights include Cylinder, which operates two spaces—the first in Gwanak and the second in Yongsan—both showcasing a mix of commercial and alternative art. Lee Eugean Gallery in Gangnam occupies a former family home and is currently presenting On the Way to Form, which examines how three Korean artists arrive at form using different materials and techniques. In Mapo, Outhouse is an artist-run space supporting emerging voices and experimental practices. Artist and curator Jae Seok Kim runs XLarge Gallery from his own private home in Jongno, while the curatorial space Primary Practice, which puts the focus firmly on artists themselves, is located much farther north. It’s well worth the trip, however, as it’s close to the Seokpajeong Seoul Art Museum and several other small but significant cultural institutions.
Where to Stay
If you’re looking to stay near the Frieze fair, the Grand InterContinental Seoul Parnas is part of the same mega-complex as the convention center, while Josun Palace, a Luxury Collection Hotel—which oozes old-world opulence—is just two subway stops away. In trendy Itaewon, Grand Hyatt Seoul and Mondrian Seoul Itaewon are both well-located upscale options, while Four Seasons Hotel Seoul in Jongno exudes contemporary luxury and is within walking distance of many of the city’s major attractions. For something more boutique, movie-themed Hotel28 Myeongdong features simple yet stylish decor, Owall Hotel offers beautiful minimalist interiors, and no-frills Small House Big Door delivers great value for money. Signiel Seoul, meanwhile, occupies floors 76 through 101 of the Lotte World Tower, so its rooms boast the best views in town—as long as you’re not afraid of heights.
Where to Eat
Korean food expertly layers sweet, sour, and spicy flavors, and Seoul’s best restaurants have turned that formula into an art form. Several of the city’s top-rated eateries are located in Gangnam, including Mingles, a three-Michelin-star establishment that only uses seasonal local ingredients, and Bium, which has refined the aging and fermentation process that define Korean cuisine, serving the results in a contemporary interpretation of a traditional setting. Meanwhile, Eatanic Garden at Josun Palace offers spectacular views over the city from the 36th floor. Mosu in Itaewon takes minimalism to the extreme in both its interiors and the execution of its menu, while Onjium in Jongso similarly serves immaculately presented dishes on artful ceramicware. And don’t miss the highly conceptual spot 7th Door, which serves 10 inventive courses to just 14 diners per sitting. Advance reservations for all of these restaurants are highly recommended.
Where to Unwind
Cocktail culture in Seoul has grown in popularity year after year, and the city’s experimental mixologists are finally getting their flowers. The atmospheric, wood-lined Zest in Gangnam was named second in this year’s Asia’s 50 Best Bars rankings. Nearby M+MS Bar and Alice Cheongdam—an Alice in Wonderland-themed speakeasy—as well as Bar Cham, housed in a traditional hanok house in Jongno, also all made the coveted list. If you prefer something a little more lowbrow, the pub-style Gopchang Jeongol in Mapo plays everything from 1970s Korean rock music to translated ‘90s pop hits.
Where to Shop
The luxury shopping in Gangnam is world-renowned, and many of the top global brands are housed within innovatively designed flagship stores in the neighborhood. Louis Vuitton’s Frank Gehry-designed Maison Seoul comprises a stack of glowing glass waves, Loewe’s store is organized to resemble an art collector’s home, and the House of Dior is wrapped in towering fiberglass panels that evoke flowing fabric or lily petals—just a few of the area’s many architectural highlights. Across the river, Itaewon and Hongdae are the places to go for edgier labels, streetwear, Y2K-inspired fashion, and expertly curated boutiques. Vintage lovers should head to Gwangjang Market’s second floor for imported retro apparel, or Dongmyo Flea Market for a true bargain hunt.