Aman Group announced Aman Seoul, a 38-storey mixed-use tower in Gangnam's Cheongdam district, marking the operator's first South Korea property and its latest move into vertical urban formats after Tokyo and New York. The project occupies roughly 70,000 square meters across eight basement levels and 38 above-ground floors, housing a hotel, 49 branded residences, and what Aman calls a "global Aman Club"—membership infrastructure the group has deployed in Tokyo, New York, and Miami Beach to capture recurring revenue beyond room nights.
The development sits in Cheongdam, a retail and residential submarket within Gangnam where per-square-meter residential pricing has averaged ₩80 million to ₩120 million ($60,000 to $90,000) for luxury product over the past 24 months, according to Seoul municipal land-transaction data. Aman has not disclosed unit pricing, construction timelines, or the developer partner, though the scale and location suggest a joint venture with a domestic real-estate group capable of navigating Seoul's foreign-investment and zoning frameworks. The absence of a named general contractor or architect in initial materials indicates early-stage public positioning—likely 18 to 24 months ahead of groundbreaking.
The Seoul entry extends Aman's pivot toward mixed-use, urban, club-anchored assets that layer hotel, residence, and membership revenue. Tokyo's Aman opened in 2014 with 84 rooms and residences atop Otemachi Tower; New York's Fifth Avenue property debuted in 2022 with 83 suites and 22 residences; Miami Beach's Aman Residences, under construction, will deliver 215 units with hotel services and club access by late 2026. Seoul's 49 residence count suggests Aman is calibrating unit volume to local buyer appetite and regulatory caps on foreign-branded residential projects, which in South Korea require Ministry of Land approval for structures exceeding 200 meters or 50 floors—Aman's 38-storey design sits just below that threshold.
For single-family offices and hospitality allocators, the Seoul move signals three dynamics. First, Aman's ownership—private-equity-backed since Vlad Doronin's Dorchester Collection group took control in 2014—continues to favor capital-light structures in Tier 1 Asian cities where branded-residence presales can offset hotel construction risk. Second, South Korea's luxury-hospitality market remains structurally under-supplied relative to Japan and Greater China: Seoul has roughly 12 five-star international-brand hotels, compared to Tokyo's 35 and Hong Kong's 28, despite comparable inbound tourism (pre-COVID: 15 million international arrivals annually). Third, the "global Aman Club" positioning suggests the group is testing a standalone membership product that monetizes brand equity without requiring property ownership—similar to Soho House but at $100,000+ initiation fees and targeting the family-office segment Aman already serves through residences.
Watch for three follow-on disclosures. Aman will need to name its development partner and announce presale timelines, likely within the next six months if the project is to maintain momentum in Seoul's cyclical luxury market. The company's broader Asia pipeline—rumored to include additional China coastal properties and a second Japan location—will clarify whether Seoul is a one-off or the start of a Korea expansion. Finally, Aman's parent structure, still private under Doronin's consortium, has faced periodic refinancing and expansion-capital discussions; a Seoul-scale project accelerates the group's need for either institutional equity or a liquidity event within the next 24 to 36 months.
Seoul's Cheongdam district recorded ₩4.2 trillion ($3.1 billion) in luxury residential transactions in 2024, up 18% year-over-year, with foreign buyers accounting for 9% of volume—the highest share since 2019.
The takeaway
Aman's 38-storey Seoul debut layers hotel, residences, and club in a **$500M+** Gangnam play, testing urban Asia's appetite for vertical mixed-use Aman.
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.