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Boon the shop is a fashion store extraordinaire which has helped boost Seoul’s stature as a leading shopping destination in Asia. Launched as a separate retail entity by department store Shinsegae, it expands for the second time, opening the newest ‘boon’ spin-off shopping destination inside Shinsegae’s Gangnam branch.

Playfully dubbed Man On The Boon., it has appointed Monocle front man Tyler Brûlé as creative director while Wonderwall’s Masamichi Katayama was asked to create an exclusive shop interior with hints of history and adventure. Catering to a young and savvy male clientele, Man On The Boon. carries a contemporary selection of apparel, shoes and accessories, but also a concise range of cd’s, magazines, stationery and electronics that perfectly match their lifestyle.

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