[Insta Walk] Odeon Shop - Medieval Europe Opens... Seoul's 'Petit France'

One Year of COVID-19, European Travel Virtually Blocked
Urban Spots Evoking European Atmosphere Gain Popularity

CEO Jeong Sehee Decorates Store
Inspired by Memories and Emotions from Paris Odeon Trip

Wooden Sign, Wooden Door Entrance
Dreamy Songs Fill the Ears
Unique Ambiance Touches the Heart Like Being in Europe
Medieval Atmosphere with Candlesticks, Glasses, Postcards, and More

Exterior view of the vintage goods shop 'Odeon Sangjeom' located in Seodaemun-gu, Seoul. Photo by Heo Midam damdam@asiae.co.kr

[Asia Economy Reporter Heo Midam] Those tired of the monotonous routine like running on a hamster wheel choose travel to put a pause in their lives. When escaping the hectic daily life and savoring unfamiliar scenery, worries and concerns lingering in the mind often fade away, giving way to new thoughts and vitality. Travel serves as a driving force to recharge monotonous routines and sometimes acts as a muse that brings deep inspiration.

However, with the sky routes virtually closed due to the COVID-19 pandemic, the longing for travel has become even more intense. Perhaps for this reason, a place known as the ‘Little France’ in the city has been attracting much attention from Instagrammers. It is especially popular among those who love vintage sensibilities. We visit the accessory shop ‘Odeon Sangjeom’ located in Seodaemun-gu, Seoul, a place that exudes the unique atmosphere one can get from a travel destination.

Exiting from Exit 3 of Hongdae Entrance Station on Subway Line 2 and walking for about 10 minutes, you can find the shop tucked away in a quiet alley. Opening the wooden door and stepping inside, you are quickly captivated by the mysterious atmosphere unique to this place, accompanied by dreamy music. Looking quietly at postcards that seem to hold decades of history, well-worn old books, and brass candlesticks exuding an antique charm, you might even feel as if you have stepped into an antique shop in Paris, France. On the stairs placed on one side of the shop, postcards featuring travel scenes and paintings drawn by the owner himself are displayed. The drowsy-sounding music flowing under soft lighting and the unique objects filling the space make this place feel mystical. Moreover, visitors can fully concentrate in this space because of its calm atmosphere, different from the noisy city.

Various metal objects are displayed at the 'Odeong Sangjeom' store. Photo by Heo Midam damdam@asiae.co.kr

This place was born from the thoughts and inspirations that CEO Jeong Sehee (35) gained from her travels. In June 2015, after quitting her job, Jeong traveled alone to Odeon in Paris, France, and expressed the memories and emotions from that time here. She said, “At the end of my one-month stay in Odeon, I felt regret thinking, ‘When will I be able to come back here again?’” and added, “This space was created from the desire to forever keep the thoughts and memories I felt at that time.” After finishing her trip, she prepared a space full of her own sensibility in 2016.

This place is equipped with various items reminiscent of medieval Europe. Candlesticks, drinking glasses, and other items that artists of that era might have liked show the shop’s personality. In addition, from photo books of European regions from the 1950s to faded postcards over 100 years old and statues holding 150 years of history, the shop is full of aged items that make exploring it quite enjoyable. Jeong said with a smile, “There are many 100-year-old items in the shop. The relatively newer items here are about 40 to 50 years old.”

A vintage postcard alongside a metal object catches the eye. Photo by Heo Midam damdam@asiae.co.kr

What made her deeply fascinated by old items? She answered that the ‘traces of time’ on the items attract her heart. Jeong said, “As time passes, the color of the items changes and their shapes wear down, but I find those things charming.” She added, “Whenever I see old items, I imagine the stories embedded in them. That is the charm of vintage items.”

However, collecting items filled with history one by one is not easy. Jeong said, “All vintage items are directly imported from overseas,” and mentioned that her criteria for selecting items are taste and harmony. She said, “They have to suit my taste and not stand out as if they don’t belong in the shop. I bring in harmonious items that are not alien to this space.”

Since these items are full of her taste, Jeong admitted feeling somewhat empty when parting with cherished vintage products. She said, “Old items feel like they have life. So when I part with items I loved, I often feel sad.” She added, “There are also moments of pride. When a customer with bright eyes recognizes the true value of an item, I feel rewarded thinking, ‘It has found a good owner.’”

Interior view of the vintage accessory shop 'Odeon Sangjeom'. The staircase placed in one corner of the store serves as a 'medium connecting memories from travels to the shop.' Photo by Heo Midam damdam@asiae.co.kr

Jeong also creates items herself, inspired by music and movies. Metal trays, wooden shelves, and various paintings on canvas are all her works. She said, “I want to make products that become more attractive as they age rather than when they are new.” She added, “There are things that feel good because they are ‘new’ when you buy them. I want to make items that age with you and become more precious over time.”

The most important factor in making items with traces of time is the material. Jeong said, “Plating peels off over time. When that happens, even if you want to cherish the item, you can’t.” She added, “Pottery fired from clay or brass products can be preserved for a long time.” This is probably why there are many metal and pottery items in the shop.

Jeong wants the shop to be remembered solely for its unique atmosphere without any other labels. She said, “When customers recall this place in the future, I hope they think of its unique atmosphere first rather than just ‘a place with pretty items.’” She expressed her wish, “I want them to feel as if they traveled to ‘Odeon Sangjeom.’”