Aman has announced Aman Seoul, a 38-storey mixed-use tower in Gangnam's Cheongdam district, marking the brand's first South Korea property. Shinsegae Property, the real estate arm of Shinsegae Group, is developing the project with an estimated completion in 2027. The tower will hold a hotel of approximately 100 keys, branded residences, and an Aman Club—the brand's members-only wellness and social format.
The Cheongdam location sits within two kilometers of Galleria Department Store's luxury west wing and the LVMH-backed Signiel Seoul. Shinsegae Property controls the site; Aman operates under a long-term management agreement. The vertical format compresses Aman's typically horizontal resort model into an urban tower, a structure the brand has deployed in New York, Tokyo, and Shanghai. Architectural details remain unreleased, though renderings show floor-to-ceiling glass and setback terraces above the 30th floor.
The Seoul entry reflects three converging forces. First, South Korea's luxury hospitality occupancy averaged 68 percent in 2024, 12 percentage points above regional peers, driven by Chinese, American, and domestic travelers seeking K-pop, cosmetics, and contemporary art itineraries. Second, branded residence inventory in Seoul grew 23 percent year-over-year, with single-family offices in Singapore and Hong Kong acquiring $420 million in Gangnam units since Q1 2023. Third, Aman's parent, Fauchon Hospitality, shifted strategy in 2022 toward urban flagships with residential components after absorbing pandemic losses on slower-ramping resort properties.
Shinsegae Property's involvement signals chaebol validation. The conglomerate operates department stores, duty-free shops, and e-commerce platforms with $18 billion in annual revenue. Its real estate division has developed mixed-use projects in Busan and Daegu, but Aman Seoul represents its first partnership with a non-Korean luxury brand above the four-star tier. The move suggests Shinsegae expects margin expansion from ultra-high-net-worth residents and transient guests, a bet that requires sustained Korean won stability and continued visa-free access for Chinese nationals, currently set to expire in December 2025 unless renewed.
Operators should watch three developments. First, whether Aman discloses residential unit pricing by Q3 2025; comparables in Cheongdam's new-build luxury segment start at $3.8 million for 200 square meters. Second, if Shinsegae Property accelerates its Busan luxury hotel timeline, announced in 2023 but not yet broken ground. Third, competitor response—Rosewood, Capella, and Belmond each evaluated Seoul sites in 2023-2024 but have not committed.
The tower's 2027 completion aligns with Seoul's Incheon Airport Terminal 2 expansion, which will add 18 million annual passenger capacity and 12 new long-haul gates. Aman will open its doors into a city moving $2.4 billion in annual luxury retail, with hotel supply still 40 percent below Tokyo on a per-capita basis.
The takeaway
Aman's **38-storey** Gangnam tower with Shinsegae Property tests urban-vertical luxury format in a market adding **$420M** branded residence volume since 2023.
Want the 60-second program for your specific event?
Enter your event and email — we build it and send the branded proposal before lunch. No obligation.
The branded-identity layer Chiefs of Staff and heritage CMOs route through — your name imprinted on real authorized stock, your pick of 200+ brands and 70,000 products, shipped from one accountable house. Nine editorial desks publish the intelligence those operators read before they sign.
200+authorized brands
70,000products · virtual proof on each
9 deskspublishing daily
1997one house, since
70,000 SKUs · virtual proof in 60 seconds · no platform fee · blind-shipped · ASI #217876
Your next customer won't visit your website. Their AI will.
AI assistants have quietly taken over the first step of buying — they answer from catalogs they can read and shortlist whoever can actually ship. Two questions now decide whether you exist to that buyer: can a machine read your catalog, and can you fulfill the order. Most brands fail one or both and never find out why the orders went elsewhere. The winners of this shift aren't the loudest. They're the most readable. Build for the machine that's about to do the shopping.
Built by the craft floor — apparel, media, packaging, and secure print.
This trade runs on hands, not desks. Imprint manufacturing & Komori Press · Canon high-speed secure-media operations is a craft floor — genuine Six Sigma discipline applied to ink, thread, foil, and registration, where a hundredth of an inch is the difference between a brand that reads serious and one that reads cheap. POPS4 is built by exactly those operators: independent, boots-on-the-ground engineers who carry their own book, read a client in microseconds, and put their name on every run. Beyond our own Virginia Beach floor, we work with a vetted network of craft manufacturers across the US — each meeting the highest excellence in QC standards in the industry, each a specialist in its own discipline — so apparel, hard-goods imprinting, media manufacturing, packaging, and secure printing all go to the bench built for them, coordinated from one accountable hub. Short-run from twenty-five units, volume to five hundred thousand. Two hundred authorized national brands, seventy thousand SKUs with virtual proofing on every one. Art archived for instant reorders. Net-thirty corporate terms, NDA-standard white-label — your name on the work, or none at all.
Strategy, positioning, identity, creative, and messaging — wired into an AI system that publishes and distributes on its own. Nine editorial desks generate the authority, the production house ships the physical proof, and the attribution layer tells you which post sold which SKU. What you get is an operating layer — content, catalog, and order path under one roof — that keeps working whether or not you are in the room. Built for principals who would rather own the machine than rent the agency.
Named-account programs — one desk, quiet delivery, NDA-standard.
One point of contact who already knows the file, so nothing restarts from zero between engagements. The work ships blind, under NDA, with your name on it or none at all. Built for single-family offices, heritage-house CMOs, sports-ownership groups, and the agencies that white-label our production. The relationship is the product; the merch is the proof of it.
SFO · Chief of Staff desk. Principal household, properties, aircraft, yacht, calendar, philanthropy — one file.
Shop seventy thousand products. Virtual proof on every one. 24/7.
Drop your logo on any product and see the virtual proof before asking. Quote routes direct to the desk. MCP catalog for AI agents. Celeste for the fast conversation. Full self-service checkout in development.