[Instagram Walk] 'Paris Vibes Intact' Limited Edition Find, Treasure Hunt Feeling... Seoul Forest Art Bookstore

Ofr. Seoul
Seongsu-dong Bookstore in Gangbuk, Seoul, Branch of French Marais Independent Bookstore 'Ofr'
Second in the World, Opened April Last Year
Selling Rare Art Books and Independent Publications
Popular Self-Made Eco Bags and Posters

[Asia Economy Reporter Shinwon Yoon] We visit the hottest SNS platform 'Instagram', focusing on the 'hip' places mainly frequented by influential 'influencers'. We quietly observe the places where trendsetters gather to enjoy fun and atmosphere. Let's share thoughts on why these places attract attention and whether there is any special meaning behind them.

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@eumee_han I thought I was in Paris for a moment

Seongsu-dong, emerging as a landmark in northern Seoul, is home to a bookstore that draws attention for its French Parisian vibe. The protagonist is 'Ofr. Seoul', located in a residential alley next to the caf? street of Seoul Forest Road.

This bookstore is the Seoul branch of the independent bookstore 'Ofr' located in the Marais district of Paris, France. 'Ofr', meaning 'Open, free&ready', opened in 1996 and became famous as a bookstore selling emotions. Opened in April last year, Ofr. Seoul is the second branch of Ofr after Copenhagen, Denmark, offering rare art books and independent publications by Parisian artists. Instagrammers wanting to feel the 'Little Paris' and artists seeking inspiration visit continuously. It was the same when we visited on the 2nd.

Passing a small caf? on the first floor of the two-story building and climbing the steep green stairs, you open the bookstore door and see books filling two walls on the left. About 300 books are arranged by genre such as travel, photography, architecture, art, and fashion. Most are limited editions, with almost no bestsellers or new releases. Park Jisoo, CEO of Ofr, said, "Every ten days, we receive books directly sent from the Paris main store," adding, "Since only one or two copies of out-of-print books or independent publications that cannot be found domestically come in by category, customers buying books probably feel like they are treasure hunting."

Among them, the travel magazine 'Bon Voyage', meaning "Have a good trip," is exclusively available at Ofr. Seoul in Korea. It is priced at 16,000 won, the same as the Paris main store price of 12 euros. Usually, foreign books go through intermediate distribution stages, but Ofr. Seoul can offer this because it deals directly with the main store.

@masion_de_bebe 30 minutes that passed like 5. A place where even one or two hours would feel endlessly precious.

Between the books, you can also see goods produced by Ofr itself. Ofr became known to the general public because of these goods, famous among artists. Colorful eco-bags and posters with 'Ofr' written on them are the most popular products at Ofr. Seoul. Before the Seoul branch opened, these eco-bags were a must-buy item for domestic travelers visiting Paris. A woman in her 30s we met here said, "I first visited last year to buy an eco-bag I couldn't get at the Ofr Paris store during my trip to Paris," adding, "Now, whenever I want to go to Paris, I come here thinking 'this is France,' and every time I come, my desire to visit Paris grows stronger."

There are also products exclusive to the Seoul branch, such as items from the vintage select shop 'Mirabelle'. Mirabelle is an online select shop that CEO Park operated before managing Ofr. It sells vintage accessories, tableware, and lighting that Park personally sourced overseas. The origins and birthplaces of these items vary, including wine glasses used in early 20th-century France and ceramics made in Morocco.

@zele._.park The moment you step in, you can feel the vibe as if you have arrived in the Marais district of Paris, France at OFR Seoul. European Parisian sensibility

Because it is a space where original books in French or English coexist with various accessories, the customer base is diverse. CEO Park explained, "Word of mouth on Instagram as a Parisian vibe bookstore brings many visitors on weekends who take certification shots or look around goods and accessories," adding, "On weekdays, people interested in books visit frequently." The words of a visitor confirm Park's statement. A woman in her 20s who stopped by by chance said, "I thought it was more of a vintage select shop than a bookstore, but surprisingly, there are many readable and cool books," and added, "I don't know when, but I want to visit the Paris headquarters in person."

The reason the 'hot' Paris bookstore could come to Korea was thanks to the personal connection between CEO Park and Alexandre Thumerelle (Alex), the French writer and founder of Ofr. After working as an MD for a fashion brand's select shop at a large company for three years, Park quit and went to study in Paris. She was a regular at Ofr Paris. After completing one and a half years of study, she returned to Korea, started 'Mirabelle', and continued her connection with Alex by purchasing and selling vintage accessories along with Ofr goods.

@__song____ Paris in Seoul

At that time, Alex proposed that Park operate the Seoul branch. Alex was interested in entering the Asian market. He judged Japan to be saturated, and when he opened a pop-up store in China, there were conflicts with the government.

CEO Park plans to expand the Seoul branch. The Paris store has established itself as a cultural space not only as a bookstore but also as an exhibition space for writers and a concert venue for famous musicians. The Paris store is known as the place where the world-famous DJ 'Daft Punk' held their first concert, and where musicians like folk band Herman Dune and Sonic Youth vocalist Thurston Moore have performed, hosting more than 50 art events annually. The Seoul branch currently operates only as a bookstore due to its small size.

Park said, "It is regrettable that the small size of the store makes it difficult to plan exhibitions or performances," adding, "After expanding and relocating the store in February or March, you will be able to experience art events."

Reporter Shinwon Yoon i_dentity@

This content was produced with the assistance of AI translation services.