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Hotel28 Myeongdong Review: Inside a Cinema-Themed Boutique Hotel in Seoul
SEOUL
CSP Times checks into Hotel28 Myeongdong for a two-night staycation in the heart of Seoul.
At first glance, Hotel28 Myeongdong — a member of Small Luxury Hotels — sits quietly in the middle of bustling Myeongdong in Seoul, South Korea. But once you go inside, the cinema-themed boutique is more than you realize, ushering you into the world of cinema, art, and Korean culture. Established in 2016, the hotel celebrated its 10th anniversary this year.
Images are courtesy of Hotel28 Myeongdong and Jianne Soriano
The Location and The Design
Hotel28 Myeongdong is a cinema-themed boutique hotel in Myeongdong, a popular tourist destination in Seoul. It’s located on a corner of Myeongdong, next to several open-air restaurants, just a few steps away from the main shopping area. I got off at Euljiro Station (a 5-minute walk), which was closer to the hotel than the main Myeongdong Station (a 10-minute walk). Seoul Station, which takes you to Incheon International Airport, is just two stations away. Because of its tight alleys, taxis can’t take you directly to the hotel but stop at the main road instead.
Despite its central location, it’s never noisy when you’re inside, which is impressive. You’re in the centre of all the happenings, but you’re never disturbed when you want to rest. I compare the experience to not being left out, as you’re in the thick of the action, but you also get to enjoy a quiet respite inside the hotel.
Hotel28 Myeongdong is the first hotel in Korea to be a member of the Small Luxury Hotels. The hotel takes inspiration from the golden age of Korean cinema, incorporating elements of classic movie sets, including personal memorabilia from founder Shin Young-kun. Shin, a legendary actor, was born in 1928, hence the name of the hotel. He still visits the hotel regularly, and I was fortunate to meet him on the day that I checked in!
Before becoming a hotel, the building was known as Myeongdong Securities Building. In 2016, the building underwent development into a hotel while retaining the original building, maintaining a connection to Myeongdong’s cultural heritage. Myeongdong itself is rooted in cinematic history, home to the historic Myeongdong Theatre. As such, the hotel’s interior is inspired by classic movie sets with vintage film equipment and cinematic photographs.
The Arrival and First Impressions
I arrived in Myeongdong after a tiring commute from Yeongwol, another city in South Korea. By the entrance, a staff member quickly approached us and led us to the reception on the sixth floor. It wasn’t time for check-in yet, but I was happy that they allowed us in.
I was immediately impressed by the hotel details, as if I stepped into a film scene, starting with the movie ticket-inspired key cards. They also gave us popcorn as welcome gifts. The room numbers were designed like a pinhole camera’s lens, with film slates as the room direction, and the red curtain like you’ll see in an old theatre. The distinct smell inside the hotel also made an impression. Later, I found out that the exclusive fragrance was made for the hallway and bathroom.
The Rooms
Hotel28 Myeongdong has 83 rooms, with the star being the Director’s Suite. The design was a collaborative effort between design group HBO+EMTB and design solution group DYNAGRAM.
I stayed in the Deluxe King, which is compact in layout and design. The corridors are dimly lit, but the room is bright and airy with a modern industrial aesthetic. It has a separate bathtub, rainforest shower, and a smart toilet in one corner. The sink area is spacious with full amenities and an open closet for clothes and luggage.
The interior is simple with subtle film motifs. I was most impressed by the convenience, with a digital panel in one corner that allows adjustment of both the temperature and light. Below the bed is also a raised surface that makes stepping in or out easier. Plus, it serves as extra storage space. A mini sofa on the other side is a great addition when watching TV. In place of a door, a privacy curtain separates the bathroom from the bedroom.
The Dining
The hotel only has one in-house restaurant, Congdu Myeongdong, on the sixth floor. It’s a contemporary Korean dining restaurant that reinterprets familiar Korean ingredients, traditional jang, and the art of fermentation. I had dinner and breakfast there and loved chef Park Hyo-nam’s take on Korean food culture — jang (soy-based ingredients and fermentation) — for the modern-day diner. Chef Park recently appeared in the second season of Culinary Class Wards, in addition to being a Korean Master Chef and an awardee of France’s Mérite Agricole.
For dinner, there are only two options, and I tried Chef’s Selection A. It started with two appetisers: Tofu Tartare with Oriental Dressing and Chef’s Signature Korean Milk Velouté. Both were interesting as the flavours were familiar, but also had a unique touch. Next came the Wando Abalone Risotto with Seaweed Oil. I liked how it didn’t taste too milky, but had just the right amount of savoury profile. For the main course, I picked the Grilled Black Cod with Dongguk-jang Sauce. It didn’t come as I expected, filled with sauce instead of just sprinkles of it.
Breakfast combined a buffet with made-to-order main dishes. The selections were a mix of Korean and Western dishes. I loved the traditional options like healthy temple food and refreshing Korean teas specific to how you’re feeling (such as to energize or to soothe). For the main dish, I picked a pancake, which also came with hash browns, bacon, and sausage.
The Facilities and The Experiences
Hotel28 Myeongdong’s experience extends beyond its rooms. Throughout the hotel are cinematic, art, and cultural artifacts woven into spaces that make the experience feel more like you’re on a film set or an old-school cinema.
On the third floor is the Library, a space for guests to pause and slow down. It houses books, unique objects, and trophies from its founder. Over on the fifth floor is the Founder’s Gallery, an archive space dedicated to the life and career of Honorary Chairman Shin Young-kyun and the history of Korean cinema. The collection has Korean movie posters from the 1950s and 1960s, and film festival trophies and other film-related memorabilia.
The rooftop has a graffiti artwork inspired by iconic cinematic figures such as Bruce Lee and Lee Byung-hun, as well as scenes from cinema history. The open urban setting houses the Mitsubishi Lancer Evolution IV, which was used in the film Who Am I? starring Jackie Chan. Following the film’s production, Chan donated the vehicle to the Jeju Shin Young Film Museum, and it is on display at the hotel today. A self-service laundry room is available 24/7 on the rooftop.
Hotel guests can enjoy the Key Card Benefits programme, which has exclusive offers at selected partners throughout Myeongdong. There is a 15% discount at places such as Din Tai Fung, Converse, and Panda Pharmacy. A 20% discount is available at the Korean Spa and Myeongdong Theatre.
Hotel28 Myeongdong: The Verdict
There are many reasons to choose Hotel28 Myeongdong. It’s a boutique hotel with artistic experiences rooted in cinematic history without being too on the nose about it. Its design story is impressive, and the subtle designs will give guests a glimpse into Korean cinema. Where else, besides a museum, would you see physical film reels, vintage cameras and projectors, and historical film posters? The rooms are clean and compact, filled with modern comforts and stunning film set-like motifs. It’s located in the heart of Myeongdong, providing convenient access to major shopping streets, department stores, restaurants, cultural attractions, and the airport.
Address: 13 Myeongdong 7-gil, Jung District, Seoul, South Korea | Website: hotel28.co.kr | Phone: +82 2-774-2828 | Instagram: @hotel28_myeongdong
Disclaimer: The writer was invited by Hotel28 Myeongdong to experience the property. All observations, assessments, and opinions expressed are based on the writer’s independent experience and professional judgement.
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