[Insta Walk] Dooly Video - Entering Memories to Create Nostalgia

Old Video Rental Store Left with Only Worn Signs Transformed into a New Space Through Remodeling
Becoming a Popular Photo Zone in Yeonhui-dong... Turns into a Neighborhood Hangout When Not Rented

At the edge of a residential area in Yeonhui-dong, Seodaemun-gu, Seoul, the signboard of a video store that disappeared over a decade ago still steadfastly remains. Photo by Kim Hyun-woo PD

[Asia Economy Reporter Kim Heeyoon] At the quiet entrance of a residential area in Yeonhui-dong, Seoul, if you follow the Yeonhui-dong Dulle-gil trail where small studios and shops are scattered, you will reach Gungdong Neighborhood Park on a low hill. Taking a breath and looking back across, an old signboard catches your eye amidst a scene that seems frozen in time.

‘Dooly Video’ preserves the exterior of a 1990s video rental store exactly as it was. This place is like a time machine guiding you back to a bygone era when video tapes were still around. Video rental stores, once as common as supermarkets throughout neighborhoods, gradually disappeared with the spread of the internet and cable TV, and now their traces are hard to find.

Video rental stores have long become nostalgic places only seen in dramas like the ‘Reply’ series, so the worn-out sign of Dooly Video makes one wonder, ‘Is it still open for business?’ With a hopeful curiosity, if you slide open the door and enter, a small kitchen and table quietly welcome guests. The fast-spinning tape rewinder and the sound of the machine, along with the video rental store owner recommending films tailored to customers’ tastes, are nowhere to be found.

The couple, Lee Jeong-ho and Shin Ji-sook, who suddenly took over a space as ruined as its old signboard, transformed it into a warm place where everyone can be happy by excluding contractors and remodeling it themselves. Photo by Kim Hee-yoon

“You must be a bit surprised,” said the couple as they handed over a business card clearly displaying the Dooly Video name and the VHS mark. VHS here does not stand for Video Home System, which became the home video market standard by beating Beta, but means ‘Very Happy Place.’

“Originally, we wanted to run a bar. We thought it would be nice to have a bar where just a few acquaintances and regulars from the neighborhood would come,” said Lee Jeongho (38) and Shin Jisuk (42), a married couple who call each other Chairman and CEO. They took over the old video store just two minutes from their home and wanted to operate it as a bar, but it didn’t work out. “The landlord strictly forbade running any food and beverage business. Still, we liked this space.”

The couple, who had their eye on this space as soon as they moved to the neighborhood, revealed that one day while walking their dog, they saw the rental notice and called immediately, signing the contract as if spellbound. “Dooly Video was already a hot place everyone around here wanted. Many had marked it to use as a personal studio, but we just jumped on the contract.” Previously, a famous curry restaurant owner had rented it for over four years trying to make it a curry hotspot, but due to the landlord’s firm refusal, it was used as a storage space for a while before passing to the couple. They also intended to run a cafe or bar but, when that didn’t work out, they shifted to using it as a neighborhood hangout and rental space.

Through the large window brightly illuminating the interior, people taking photos outside could be seen. Since it was introduced as a filming location for the group Wanna One’s ‘beautiful’ music video a few years ago, fans have steadily visited for ‘pilgrimage.’ Although the space itself gradually became famous, the previous tenant’s business performance was not great. The couple solved this challenge by renting out the space. CEO Shin explained, “It doesn’t generate as much income as the rent, but sometimes people book it to spend time in an independent space.” She added that it’s especially enjoyable to be able to gift the space to others.

As it became difficult to run food and beverage-related businesses due to the building owner's intentions, the couple resolved the issue by renting out the space. Without worrying about the surrounding gaze and free from time constraints, the cozy space has recently been gaining popularity as a venue for various parties and celebrations. Photo by Dooly Video

The couple’s dream of having an independent space in the city where they can cook, eat, drink, and talk freely without worrying about others’ eyes transformed the interior, which was like a warehouse, into a warm and inviting place filled with care. “The old wooden decoration on the ceiling of my parents’ house was turned by my husband’s hands into a one-of-a-kind table before it was discarded. The handmade wooden chairs are all different sizes and shapes, so I personally bought fabric at Dongdaemun Market to make custom cushions for them.” Their stories about the furniture and accessories reveal not only the hard work but also their pride in the space. They even cut and installed the door frame themselves to create a sense of depth. Their heartfelt efforts revived a dead space. By the end of the year, the rental schedule is so full that it is already considered a hot place on Instagram.

When there are no rental bookings, Dooly Video transforms into a space where neighbors gather to share a cup of tea or a meal. Neighbors who eat alone enjoy cheerful lunches together, dog owners who suddenly have urgent matters can leave their pets here, and in the evening, they indulge in the luxury of watching movies together while enjoying a can of beer. It effectively serves as Yeonhui-dong’s community living room enjoyed by neighbors.

A scene from the music video of the group Wanna One's 'beautiful.' As the music video became a hot topic, fans continue to visit this place as a 'pilgrimage site.' Photo by 'beautiful' MV screen capture

The space that hosted countless movies now creates movie-like moments for those who visit. “The signboard the landlord left to save demolition costs now feels like a heritage. Although we made this space for ourselves, we also enjoy the privilege of gifting it to others, so we are more satisfied with the encounters through the space than with the income.” The couple’s humble hearts, focusing on substance rather than forbidden greed, warmly brighten the edge of Yeonhui-dong today.