Hyatt Debuts Andaz Brand in South Korea

September 10, 2019

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Hyatt Hotels has opened Andaz Seoul Gangnam in the heart of the South Korean capital, marking the Andaz brand’s entry into the country.

The Andaz name – ‘personal style’ in Hindi – encapsulates the very essence of the brand’s driving philosophy that celebrates, respects, and caters to guests’ personal style and preferences, in an atmosphere that fully embraces each hotel’s locale. From New York to London and now to Seoul, Andaz hotels and resorts are designed to draw direct inspiration from a location’s history, culture, and architecture, and by distilling the best of its locale.

With direct access to Apgujeong metro station, Andaz Seoul Gangnam is designed to fuse traditional local culture and creative modern living. The hotel’s overall concept is inspired by bojagi – a traditional Korean wrapping cloth used in significant ceremonies and as gift wrap to preserve good luck, according to traditional Korean folklore.

Design Inspired by Local Culture

Andaz Seoul Gangnam is designed by award-winning, Dutch design firm Studio Piet Boon. As guests move through the hotel’s light-filled interiors, unique layouts unfold to reveal unconventional corners and dynamic architectural angles that are layered with contemporary bojagi patterns cloaked in soothing muted shades and subtle textures.

The new hotel houses 241 contemporary and stylish guestrooms, all offering views of the bustling downtown district through floor-to-ceiling windows. The striking diagonal walls inspired by the asymmetric angles of bojagi patchwork complement the fluid layout and clean-lined furniture.

Entertain in-House

Business travellers looking to entertain may opt for one of two rooftop ‘hospitality suites’ spanning the entire seventeenth floor with private outdoor terraces overlooking the Han River and the city. For the ultimate indulgence, the 1,755 square-foot (163-square-meter) Gangnam Penthouse Suite houses a vast entertainment terrace, a multifunctional living space with a bar and dining area that can accommodate up to 20 people, a TV den with a theatre AV system, and a luxurious bathroom with a circular tub from which one can soak in the city views.

Innovative Dining

The hotel’s bars and restaurants, led by executive chef Hamish Neale and Sora Choi, showcase the vibrant local neighborhood through authentic culinary experiences.

On level one, A’+Z has been conceived as an all-day bar where guests can drop in for coffee in the morning, tea in the afternoon and a tipple at night. Freshly prepared savories, cakes and pastries are available for guests to either grab ‘n’ go or enjoy at the communal table or bar counter.

Ascending the central staircase guests arrive at JOGAKBO, which means ‘traditional patchwork’ in Korean, offers a sophisticated reinterpretation of Seoul’s immersive street and alleyway dining. Within JOGAKBO, three drinking and dining venues flow seamlessly into adjacent spaces. JOGAKBO – Middle House serves pan-Asian cuisine, specializing in locally sourced, sustainable seafood and premium meat cooked to perfection atop a charcoal grill; while JOGAKBO – South House offers guests an interactive culinary theatre where chefs prepare Asian-inspired dishes using charcoal ovens. The venue also includes two private dining rooms that seat six to ten people.

JOGAKBO – Long House is also split into three concepts: Champagne & Chocolate, where pralines, truffles and petit pastries are paired with champagne; Bites & Wine, an interactive open bar and kitchen where guests can enjoy home-style Korean tapas and comfort dishes accompanied by premium Korean tea or a glass of wine; and Cocktail Bar, which serves Seoul-inspired cocktails all day long.

Soothing the Body & Soul

The Andaz’s Summer House features rejuvenating wellness facilities including a 52-foot (16-meter) pool surrounded by a whirlpool and cold and warm baths, cabana-style niches and a 23-foot-wide (seven meter) LED screen showing immersive scenes of Seoul. Guests can also relax in the infrared sauna, herbal bath, cool, warm and hot baths, marble-clad wet and dry saunas and ice fountains. The spa offers cutting-edge treatments using products from premium K-beauty brand AmorePacific as well as Ling New York by facialist Ling Chan, a favorite of A-list models and celebrities. The 24-hour Fitness Center is outfitted with the latest Life Fitness and Pilates equipment for energizing workouts, while the Juice Bar serves fresh-pressed drinks.

A Place to Socialise

The inspiring event spaces at Andaz Seoul Gangnam break the confines of traditional conference rooms by providing open areas to encourage social interaction, as well as four flexible event spaces that can cater to anything from a small meeting to a grand wedding for up to 250 people.

“We are delighted to be part of the vibrant Apgujeong neighborhood in Gangnam district, which is known for its high-end retail stores and K-Pop studios,” says Juan Mercadante, general manager, Andaz Seoul Gangnam. “We hope to inspire and stimulate the senses of our guests, from the hotel’s design which reflects Gangnam’s sophisticated ambiance and dynamic gourmet alleyway dining hotspots, to our custom-made scents.”