Youk Shim Won — Garosugil Branch [육심원 가로수길점]

Fated to Love You (2014)

In episode 15 of Fated to Love You/You Are My Destiny (운명처럼 널 사랑해) (MBC, 2014), the second floor of this store is introduced as Ellie Kim’s (Kang Na-ra) Seoul studio and home, after she returns from three years in France. In episode 17, her ex-husband Gun (Jang Hyuk) returns the painting of Gaeddongie, a memorial of their lost baby, and exchanges hurtful words. Later, Ellie (aka Kim Mi-young) opens the first floor as a shop, selling products featuring her designs.

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Youk Shim Won –– Garosugil Branch [육심원 가로수길점] is one of three Korean flagship stores (also Insadong and Samcheong-dong) located close to Sinsadong Garosugil [신사동 가로수길] in Seoul’s neighborhood Sinsa [Sinsa-dong/신사동], in the Gangnam District [Gangnam/강남구]. The brand Youk Shim Won (YSW) is run by Jung Kyung-il and based on products by South Korean artist Youk Shim Won, whose paintings and designs are also featured in Fated To Love You. YSW’s products are also sold online, in 16 South Korean duty-free stores, Hong Kong, Macau, and in 18 outlets in China.

This branch’s 3-storey building houses many of YSW’s products: in the basement is Gallery AM (prints), first floor shop (clothing, bags, home wares etc), and a cafe on the second floor, which opened in 2016. Prior to the café opening, the second floor was utilized/presented as a studio.

Not a lot is known about the actual artist, Youk Shim Won. It seems she was discovered by Gallery AM in 2004, and started selling artwork in the Kyobo Bookstore. After a few local exhibitions, the Gallery and the artist established the YSW brand in 2009. In 2011, Youk Shim Won’s work came to prominence after it was featured in international exhibitions in Shanghai, Italy, France and Japan, and later in Singapore and the USA. The brand’s motto is “All women should be happy” and YSW’s products promote “lovely characters and vivid stories, and those who encounter YSW … can forget daily lives and gain strength”. Many of Ellie’s dialogue about her work and inspiration in the above episodes are taken from YSW’s quotes on the products. To read more about Youk Shim Won’s artworks and techniques, visit the websites below.

Websites: (features early work and original Gaeddongie aka “Princess”) / (online shopping) / (older site of above, but a lot of information)

66 Nonhyeon-ro 159-gil, Gangnam-gu, Seoul, South Korea
서울특별시 강남구 논현로159길 66
(신사동 546-9)
Geolocation: 37.521570, 127.023096

Getting here
Sinsa Station [신사역], Seoul Subway Line 3, Exit 8
(10 min. walk)

— submitted by sarahms

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