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The South Korean capital is shaking off its reputation as an architectural eyesore - and the southern district of Apgujeong is leading the charge.
If you are looking for a cosy home in a bustling city, Seoul might not immediately spring to mind.
Imagine if New York's Central Park had been occupied by a foreign army for the past century.
Thanks to its commitment to a lightning-fast wireless future, South Korea has become a laboratory for mixing pop culture with big business.
With some cities it's love at first sight, with others it's third time lucky. In the case of our editor-in-chief and Seoul, it's more of the latter.
