D&DEPARTMENT

This is a design project launched in Tokyo, Japan in 2000 by designer Kenmei Nagaoka. Under the theme of "Long Life Design," it proposes the value of designs with enduring vitality through various channels, including product sales, publications, and food. By establishing a base in each of Japan's 47 prefectures, it discovers and introduces unique designs imbued with local character. In 2013, it opened its first overseas partner store, D&D Department Seoul by Millimeter Milligram, in Hannam-dong, Yongsan-gu, Seoul, in collaboration with the Korean design brand Military Milligram. After 13 years of discovering and curating Korean Long Life Design, the Seoul branch reopened last July as a second offline store in Seogyo-dong, Mapo-gu, following a year-long renovation.

(From left) Yoo Mi-young, Nagaoka Kenmei, Bae Soo-yeol

A New Beginning for D&D Department Seoul

Q. D&D Department Seoul has reopened after a year. It must have been a special feeling to meet in a new location.

Bae Su-yeol (hereinafter Bae): I have been welcoming customers at the store for 26 years, ever since I launched Military Milligram long before opening D&D Department Seoul. Even though we are a brand that manufactures and sells products, we have operated an offline store from the very beginning and valued our relationships with customers above all else. Today was a day when I realized once again just how much strength those relationships we have built have been. I was deeply moved by the thought that the time we have spent together has not been in vain.

Q. Many people expressed their regret last year upon hearing the news that the Hannam-dong store was closing. I am curious how D&D Department headquarters viewed the closing of the Seoul store, which was their first overseas partner location.

Kenmei Nagaoka (hereinafter 'N'): Rather than simply feeling sad that it ended, I watched with interest. I was very interested in the changes in the Hannam-dong and Itaewon areas where the first Seoul branch was located. As the region grew significantly economically, various conditions changed, and in the process, I noticed how the people who were originally active there attempted changes in different ways.

Bae Su-yeol (hereinafter 'Bae'): Looking back, it feels like 13 years have really flown by. I can still vividly remember how closely you and Mr. Nagaoka prepared when we started the Seoul branch, as if we were one company moving together.

Q. The second Seoul branch has relocated and settled in Seogyo-dong, Mapo-gu. What process led you to move to this neighborhood and this location?

Bae: Seogyo-dong in Mapo-gu is a neighborhood where creators from diverse fields such as design, art, publishing, music, and crafts naturally gather and interact. It possesses a cultural foundation and a local community built over a long period. I thought this neighborhood was suitable as a starting point to continue activities that connect local producers and creators, build relationships, and create new value together.

Yu Mi-young (hereinafter 'Yu'): We didn't set Seogyo-dong as our target from the start. We felt more strongly that we should go to a place that needed us. Coincidentally, we received proposals for various spaces in Seogyo-dong, and the moment we realized that Local Stitch Creator Town Seogyo* had potential, we sensed that our touch was needed in many ways. Although this place had spacious accommodation rooms, it lacked the image of a hotel. I started thinking, 'Could we create hotel rooms filled with items suggested by D&D Department?' The fact that the commercial space, accommodation, co-living house, and co-working space are all connected appealed to us as the biggest advantage.

* Local Stitch Creator Town Seogyo: The Seogyo-dong branch of Local Stitch, a platform that creates and operates co-living and co-working spaces and services for creative urban producers. Under the motto "A home for people who adventure and grow in the city," it offers various living facilities, community amenities, and lifestyle content, including co-living houses, co-working spaces, restaurants & cafes, and short-term stays.

How D&D Department Proposes Long Life Design

Q. Today, many media outlets, platforms, and individual creators introduce the stories and attractions of local regions. What does D&D Department consider important in the process of discovering, curating, and presenting local content?

Me: Our main theme is 'things that have endured in the region for a long time.' And I believe that the 'sender' is ultimately crucial to properly understand, develop, and introduce this regional identity. I mean people who have a deep affection for the region. After all, when the region and the people who cherish it are a good match, we will be able to better uncover hidden long-life designs.

Q. D&D Department Seoul is a flagship store in Korea that extends beyond Seoul to encompass local markets across the country. What considerations and efforts are you continuing to make to effectively showcase long-life designs from various regions?

Me: I believe the exhibition "Designs Nurtured by 16 Regions of Korea," held to commemorate the renewal opening, is also part of that effort. It was a project that viewed the unique cultural products of each region through the lens of long-life design. I look forward to the Seoul branch carrying out activities that will serve as a standard in Korea and help expand our network of colleagues from other regions.

Bae: The most important thing is curiosity to understand the region. It involves visiting in person, walking around, experiencing the local lifestyle, and meeting producers to have long conversations. I would say I spend more time listening to why they started making things and what their lives have been like in the region, rather than focusing on what they actually make. Instead of rushing, I concentrate on building relationships based on a thorough understanding of one another. I believe that is ultimately the fastest way to ensure the longest lasting relationship.

© D&DEPARTMENT SEOUL

© D&DEPARTMENT SEOUL

Q. Seoul is a city that does not hesitate to import and reinterpret interesting cultures and content from around the world. However, at the same time, it is also a city where it is becoming increasingly difficult to find things that have endured for a long time and unique elements that can withstand the test of time. Amidst this trend, what role can D&D Department Seoul play?

Yu: It is about contemplating how the work we are currently doing can evolve into something that lasts for a long time. I believe it is D&D Department's role to discover and support new producers who hold that seed. Even the artisans of Japan, with their rich history and tradition, had their beginnings. I want to lend my strength to the present and future of those who are struggling at the starting line.

As a small and friendly community in Seogyo-dong

Q. What did you focus on most when planning the space for the new Seoul branch?

Bae: In Hannam-dong, we vertically connected three floors, including the basement, to accommodate different content and experiences on each level. In Seogyo-dong, however, we organized the space so that diverse content flows horizontally within a single spacious floor. The key was to create an experience like a small 'neighborhood,' rather than just a single 'store.' We designed the circulation paths and spatial layers so that the store, restaurant, exhibition space, and cafe are naturally connected, allowing visitors to linger and discover as if taking a stroll through a neighborhood, rather than simply moving toward a destination. The idea of becoming a place where people meet, share stories, and build new relationships—going beyond just a space for selling goods—remains the same as it was during our time in Hannam-dong.

Q. It seems that the characteristics of the Local Stitch Creator Town location will also have a significant impact.

Bae: As we partnered with the local community, the potential for various creators, tenants, and local producers to naturally connect and collaborate has increased significantly. Moving forward, I look forward to seeing not only D&D Department Seoul but the entire Local Stitch Creator Town grow into a vibrant local platform.

The offline store of the Japanese porcelain brand 1616/Arita Japan, located at D&D Department Seoul.

Millimeter Milligram has been in charge of exclusive distribution in Korea since 2014.

Q. The d restaurant, making its debut in Seoul, has also garnered a lot of attention. I am curious about the planning process for d Restaurant Seoul.

Bae: Even during our time in Hannam-dong, we consistently conveyed the value of long-life design through food, with activities such as kimchi-making study groups, events themed around seasonal ingredients, and lectures and pop-ups featuring invited farmers and producers. As we prepared for this Seoul location and contemplated the next decade, we realized the need for a space where these activities could become a more everyday part of our lives. Chef Heo In, who runs the Italian restaurant Duomo in Seochon, has been appointed as the director of d Sikdang Seoul. He is someone who has long upheld the values of respecting producers, understanding the background of ingredients, and building relationships with people. Moving forward, d Sikdang Seoul will evolve beyond a simple dining space into a venue where producers, chefs, and guests can meet, share stories, and experience local food culture together.

*Duomo: A small Italian restaurant opened by Chef Heo In in 2008 in Hyoja-dong, Jongno-gu, Seoul. It features home-style Italian dishes such as salads, pasta, and soups, centered around fresh seasonal vegetables. Having remained in the same location for 18 years, it has established itself as a cozy and friendly gathering place for the residents of Seochon.

Chef Heo In, the director of d Restaurant Seoul.

© D&DEPARTMENT SEOUL

© D&DEPARTMENT SEOUL

Q. If Café Anthracite was with us during the Hannam-dong days, we are partnering with Café Moho for the Seogyo-dong store.

Bae: Moho, a specialty roastery cafe near Yangjaecheon in Seoul, was someone I had previously worked with on projects where I experienced their philosophies and operational methods firsthand. I was impressed by their approach of viewing coffee not merely as a beverage, but as a medium connecting people, spaces, and culture, as well as their efforts to sustain the local neighborhood's culture through coffee. As a customer visiting the shop, I was fully aware of their unique charms. As we spent time together and shared our perspectives, we naturally came to discuss the Seoul branch. For D&D Department Seoul, we have essentially become partners who contemplate together how to understand and experience coffee from D&D Department's perspective, rather than simply acting as a supplier.

Q. You also developed your first original beer with the brewery Ihibrew, right?

Ihibrew is also a small brewery started by a farmer based in Hongseong, South Chungcheong Province. Their attitude of respecting local ingredients and the environment while brewing alcohol in their own unique way was impressive. The effort they put into personally handling deliveries to collect and reuse empty bottles also aligned with the values of sustainability and locality that D&D Department holds dear. It was thanks to that trust that they were able to develop an original beer to celebrate the fresh start of the Seoul branch after a long period of collaboration.

He also developed the original blend coffee 'd Blend' with Moho, a roastery cafe in Yangjae-dong, Seoul.

© D&DEPARTMENT SEOUL

Joining the brewery Ihibrew for the entire process from dandelion harvesting to brewing and labeling

D&D Department Seoul launches its first original beer

© D&DEPARTMENT SEOUL

Q. From local producers whose products are stocked to collaborating brands, D&D Department's partnerships are built on personal interaction and trust.

Bae: Looking back, the common thread among our partners is that we didn't start out with the sole purpose of collaboration. We first spent time understanding each other and building trust, and that relationship naturally led to new projects. To us, collaboration is less about creating something new and more about the process of maintaining a good relationship over the long term. Moving forward, we plan to expand our collaborations by exploring local culture together and continuing activities that convey its values and stories.

Yu: The book *Restaurants That Taste Sustainability*, which tells the story of d47 restaurants based on regional ingredients and local cuisine from Japan, also mentions a 'good community.' Since opening the Seoul branch, I have come to deeply realize the importance of a good community. It is fascinating and enjoyable to meet neighbors every day at work whom I used to have to go out of my way to see.

To coexist more widely and for longer

Q. Edit DEPT is a publication launched by Hyundai Department Store to introduce the local culture and lifestyle of the areas surrounding each branch. It is based on the philosophy that "only by deeply understanding the region can a better department store be opened in that area." I am curious to know how CEO Kenmei Nagaoka views the operation of a local media outlet by a department store.

Me: D&D Department also initially gathered and showcased items from all over Japan. There was an aspect of it that was considered a form of media activity. Now that most people buy goods online, I think the era of selling curated items is coming to an end. Going forward, I believe department stores will play an important role in areas beyond mere curation, such as developing new products. In that sense, I think it is remarkable that you continue your own media activities.

Q. Will the day come when D&D Department collaborates with Korean department stores? Is there even a slim chance (laughs)?

Me: There are plenty (laughs). When D&D Department first started, we operated under the rule of not opening inside large-scale commercial facilities. However, after opening a store in Hikarie*, we realized there were clearly things we could only do in the excellent location of Shibuya, Tokyo. The influence of that location is a great help in the process of planning unique products, curating them, and creating items with originality. Both the D&D Department in a hard-to-reach location and the one in Shibuya, with its excellent accessibility, have their own distinct roles. I am also closely watching how the role of commercial facilities will continue to evolve in the future.

*Hikarie: A complex commercial facility established by Tokyu Real Estate at Shibuya Station in April 2012. It was redeveloped by inheriting the Tokyu Bunka Kaikan, a cultural facility built in the 1950s that included a theater and other facilities. The entire 8th floor of the building, which consists of a department store on the lower floors and offices on the upper floors, is operated as a creative floor called '8/'. Here, D&D Department operates the d47 MUSEUM, which bills itself as "Japan's first design museum" themed around the 47 prefectures; the d47 design travel store, which serves as the base and store for the editorial department of 《d design travel》; and the d47 restaurant, which conveys local ingredients and food culture.

Q. The D&D Department project launched in 2000, and it has now become a brand in its 26th year. What impact do you think D&D Department’s various deliberations and practices, centered on 'Long Life Design,' have had on the design industry and the local ecosystem?

Me: Ironically, the term 'Long Life Design' has become a trend in the meantime. The theme we have consistently conveyed from the beginning is now being used as a trendy term that helps with product sales and our image. I feel a sense of social responsibility regarding this. After all, the biggest enemy of Long Life Design is trends. 'How can we coexist with people who are not sensitive to trends?' I believe this will be our most important mission and theme going forward.

Q. Is there any new field you would like to try?

Me: Lately, I’ve been interested in long-standing local traditional festivals, folk songs, and regional dialects. I realized, albeit belatedly, that these are the very origins and foundations of the Monozukuri (manufacturing techniques based on Japanese craftsmanship) and products we have been discovering and introducing. I think I will take a deeper interest in this area and try new things little by little.

Maker's Pick

4 Original Products from D&D Department Seoul

(1) Original product using Dongwon Textile's colorful fabric

© D&DEPARTMENT SEOUL

We produced cushion covers, mini tote bags, and shoe boxes in collaboration with Dongwon Textile, a company that has been making Saekdong fabric in Yugu-eup, Gongju-si, Chungnam for nearly 50 years. Dongwon Textile is currently the only company in Korea that dyes the yarn first and then directly weaves Saekdong fabric by arranging the colors. They have translated the vibrant yet somehow familiar appearance of Saekdong and their long-standing weaving techniques into products that can be comfortably used in contemporary daily life.

(2) 'd logo scouring pad' made with a star scouring pad

© D&DEPARTMENT SEOUL

A sponge scouring pad in the shape of the 'd' logo, created in collaboration with Byeolpyo Scrubber, a company that has been producing scouring pads in Dangjin, Chungnam for over 50 years. They stated that they wanted to reintroduce a familiar and practical item long used in homes and businesses with a form and color unique to D&D Department. Various color combinations, including yellow and green, are the key features.

(3) Original beer 'd SAISON' developed with Ihibrew

© D&DEPARTMENT SEOUL

D&D Department Seoul’s first original beer, created in collaboration with Ihi Brew, a farm brewery in Hongseong, Chungnam. The fresh start of the Seoul branch was inspired by the dandelion, which is the first to take root in an empty lot and create a new landscape. The two brands collaborated on the entire process, from personally harvesting the dandelions to brewing and labeling. The refreshing and dry flavor characteristic of a Saison blends with subtle herbal and earthy notes, leaving a pleasant aftertaste.

(4) 'd blend' made with Cafe Moho

© D&DEPARTMENT SEOUL

Together with Café Moho, the new partner of the Seoul branch, we created an Original Blend that captures the charm of direct-fire roasting. It is a medium-roast coffee that is deeply roasted yet smooth, with a rich texture and long-lasting sweetness that finishes cleanly. We aimed to carry on the fine flavor of traditional methods in a single cup today. It is available as whole bean products as well as on the menu at the Café Moho Seogyo branch.

fin.

𝗜𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝗲𝗲 Kenmei Nagaoka · Sooyeol Bae · Miyoung Yoo

𝗜𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝗲𝗿 Jeonghyeon Kim

𝗣𝗵𝗼𝘁𝗼𝗴𝗿𝗮𝗽𝗵 Jeonghyeon Kim, D&DEPARTMENT SEOUL

Edeit Seulgi Lee

𝗗𝗲𝘀𝗶𝗴𝗻 Dayeon Lee

Editor. Kim Jeong-hyeon

A freelance editor covering urban lifestyle. I introduce notable people and content in the fields of F&B, culture and arts, and fashion, focusing on local shops and brands. I have published the essay collection *What Does It Mean to Be Myself?* on tastes and preferences, and I also work as a moderator for talk programs.