DeepArtment Store

A select shop in Seoul showcasing items that transcend eras and nationalities, ranging from design furniture and lighting to books, tools, and household goods. True to its name, which combines "Deep," "Art," and "Department," the shop does not limit itself to a specific genre but gathers items that the owner deeply loves and personally recommends. While introducing products from design brands such as Artemide and Flos, as well as antique books and household goods, the shop also produces its own in-house items, including running vests, LP bags, and mini sacoche bags. On Instagram, it continues the "Good Items" series, selecting one item each day to share its use and story, documenting the unique taste of Deep Artment Store.

I do not think that the value or depth of art is necessarily determined by someone else.

If it is something I like, have been interested in for a long time, and cherish

I think that, too, can become something of sufficient depth to me.

Q. What motivated you to start Deep Artment Store? I am also curious about what kind of items you initially wanted to showcase in a space.

Having moved frequently since childhood, I naturally developed an attachment to objects. While studying design, I came to appreciate well-made items, and I tended to use things for a long time once I bought them. I have always believed that using an item one more time and extending its lifespan is beneficial in many ways. Consequently, I became interested in items that one would want to keep by their side even as time passed, rather than products that are quickly consumed by trends. Deep Artment Store also started as a space dedicated to finding and introducing such items.

Q. What meaning did you intend to convey with the name 'DeepArtment'?

I do not believe that the value or depth of art is necessarily determined by someone else. I think that if something is something I like, have been interested in for a long time, and cherish, it can also be an object of sufficient depth to me. The name 'DeepArtment' originated from this idea. It was created by combining 'Deep,' 'Art,' and 'Department.' Rather than dealing only with artworks that meet standards set by others, we wanted to create a curated shop like a small department store, bringing together various items that we deeply love.

Q. You introduce a diverse range of items, from Artemide and Flos lighting to books, tools, and household goods. What criteria connect these items into a single taste, transcending genres and price ranges?

The most important criterion is whether I can be satisfied using it myself, and whether I can confidently recommend it to others. I believe there are many aspects of small, insignificant items that are worth becoming attached to. Some items are designed for short-term use, while others maintain their quality even after a long time. At Deep Artment, a "good item" is not something to be merely admired, but rather something that grows better the more you keep it close and use it. Our curation method involves collecting such items one by one to build layers of taste within a space.

Q. While curating products from various brands, you also create your own products under the name Deep Artment Store. What kind of items did you decide you wanted to make yourself?

I believe there are already a great many good products in the world. Therefore, rather than simply incorporating our own graphics and message into our products, we aim to bring together various high-quality elements, much like a select shop. For instance, we apply the small, sturdy 'carabiners' and glow-in-the-dark zipper pullers from Night Eyes, a brand we distribute, to our running vests. Out of a desire to support taste and culture, we created a tote bag for LPs and a 'Mini Sacoche Bag' for poetry collections, and we also introduced a 'Ruler Card Case' for measuring small everyday items. Discovering good elements that already exist and recombining them to suit Deep Artment's needs and tastes is also our method of creating products.

If you still want to keep an old item

I think it is highly likely to be a good item.

We believe a good product is one that can be used for a long time and

It is an object with a story worth looking at for a long time.

Q. Where do you usually find new items?

Whenever I travel to Japan on business, I always make sure to visit second-hand bookstores or general merchandise shops like Book Off. I believe that if an item is old but still makes me want to keep it, it is highly likely to be a good one. I intend to continue studying items that maintain their form and function for a long time while also featuring excellent design. While I initially focused on visible characteristics like design or the creator's story, through personally using and introducing various items, I have come to place greater importance on whether I can keep it by my side for a long time. Even objects that initially seemed ordinary can grow in quality as you continue to use them, as you belatedly discover small details or the thought process behind their creation. Therefore, what we now consider a good item is one that can be used for a long time and has a story worth looking at for years to come.

Q. You have continued creating content on Instagram introducing one 'good item' a day for over 100 episodes. What motivated you to consistently select and document a single item?

There are many interesting items in the store if you look closely, but it was difficult to convey why we selected them with just a single photo and price. So, we started with the idea of taking a deep look at one item a day and talking about why we like it. Rather than content created for sales, it is closer to consistently documenting what kind of items Deep Artment is interested in. We believed that by introducing everything from everyday items like tape measures and power strips to antique clocks, books, designer furniture, and lighting in the same format, we could reveal the taste of the Deep Artment Store itself, going beyond just individual products.

Q. What do you think is the most strongly reflected regional characteristic in the brand?

I believe that our current approach of discovering and reconnecting objects from diverse regions and eras while living in Seoul is precisely what defines our regional identity. Although Seoul is a city that changes rapidly and constantly sees the emergence of new things, we have instead focused our attention on old items and objects that can be used for a long time. We reintroduce items that have been used abroad for a long time to contemporary Seoul, and we also discover new value in old Korean books and lifestyle culture that we had previously overlooked due to their familiarity. Therefore, Deep Artment’s regional identity can be seen as rooted in the perspective and discernment of what we discover and how we view things in present-day Seoul, rather than in specific forms or materials.

What the people living there like

I think it needs to show how one lives.

It must be made with ingredients from that region, or

I do not believe that one must carry on old traditions to be considered local.

Q. What kind of brand does Deep Artment Store consider a 'good local brand'?

I believe it is important to show what the people living there like and how they live. I do not consider something to be "local" solely based on using locally sourced materials or preserving ancient traditions. Even when adopting objects or cultures from elsewhere, they can take on a completely different form once they have been shaped by the tastes and lifestyles of the local people. We, too, are establishing our own standards by introducing antique items from abroad and re-examining old Korean books in Seoul. I believe that how these items are viewed and enjoyed here is more important than what was brought in.

Q. In this edition of <Edit Debt: Neo Local>, we are focusing on introducing the <Deep-rooted Tree> volume. Why did you choose <Deep-rooted Tree> among the countless old books?

I believe that in language regions with relatively few speakers, such as Korean, it is difficult for magazines or books that delve deeply into specific tastes and topics to endure for a long time. In that sense, *Deep-rooted Tree* and its volumes felt special to me. They deeply document stories regarding Korea's lifestyle, people, regions, architecture, and crafts of that era, while being incredibly meticulous in their editing and design to convey them. Just as we rediscover the value of old design magazines and books from abroad, I felt it was necessary to re-examine fine records created in Korea long ago through a contemporary lens. There is also the enjoyment of looking into the advertising and consumer culture of that time. I think many people will be able to discover their own interesting scenes within this pop-up as well.

Q. Please introduce any records from *Deep-rooted Tree* that you found particularly interesting even when re-reading them now.

The book *The Hermit* stands out in my memory. It is a folk autobiography that records the stories of people relegated to the margins of society at the time, such as eunuchs, street performers, and butchers. It portrays those who rarely revealed their faces in history not as distant figures, but as people who have lived alongside us on the Korean Peninsula. In particular, because it captures their dialects, slang, and speech habits exactly as they were, it feels like a living conversation, even though the stories were recorded long ago.

Q. What do you hope visitors will discover through the product curation at this pop-up, including *Deep-rooted Tree* and the Deep Artment Store?

I hope you experience the joy of discovering wonderful items. While it is fun to check out items you are already familiar with because they are famous, I believe there is a different kind of pleasure in stumble upon a new book or a small household item and learning its story. This time, starting with *Deep-rooted Tree*, I plan to showcase items from different eras, countries of origin, and price ranges. I hope that even among seemingly unrelated objects, you will discover your own unique connection. It is enough if you leave the pop-up with just a small discovery—thinking, "So this kind of item existed"—even if you do not purchase anything.

Maker's Pick

Mini sacoche bag

Deep Artment Store's in-house bag, designed to lightly carry a poetry collection or a small book. Its flat shape features a zipper to store books and small personal items, and the adjustable strap allows you to wear it comfortably. The product originated from the desire to naturally carry a favorite poetry collection in everyday life, and it also embodies the brand's spirit of freely expressing and supporting individual tastes and hobbies. It perfectly illustrates Deep Artment Store's attitude of building attachment by keeping cherished items close and using them personally.

COMING SOON!

In the upcoming September, Deep Artment Store Meet us in person at the pop-up!

September 17-30, 2026, The Hyundai Seoul B1 Event Hall

fin.

𝗜𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄𝗲𝗲 DeepArtment Store

Saeeum Kim

Edeit Seulgi Lee