Hongdae

L7 Hongdae by LOTTE

★★★★★

L7 Hongdae, opened in 2018, brings Lotte's lifestyle brand to Seoul's creative and nightlife district, and it is one of the most convenient hotels in the city for arrivals and departures. It stands beside Hongik University Station, which is served not only by subway Line 2 and the Gyeongui-Jungang Line but by the AREX airport railroad, so you can ride straight in from Incheon International Airport and be at the hotel within minutes of leaving the train. The design matches the neighborhood: youthful, artsy and playful, with a lobby that doubles as a gallery and hangout space and rooms that are compact but well thought out, with good beds, smart storage and bold colors. The star feature is the rooftop, with an outdoor pool and terrace looking across the low-rise west of Seoul — a rare amenity in this part of town and a lovely place to recover after a day of walking, in season — alongside a bar for evening drinks. There is a restaurant for breakfast and casual meals and a fitness room. Step outside and you are in the thick of Hongdae: the pedestrian street with its nightly K-pop busking, indie fashion and vintage shops, photo-booth studios, coin karaoke, bars, live-music clubs and an endless choice of cheap and cheerful restaurants. To the north the Gyeongui Line Forest Park leads into Yeonnam-dong's cafes and bakeries, and Mangwon Market and the Han River are a short walk or bus ride west. For travelers who want to experience contemporary Seoul youth culture, it is the obvious choice.

The trade-offs are clear. Hongdae is a nightlife district, and while the hotel is well soundproofed, the streets around it are busy and loud late into the night, especially at weekends, so light sleepers should request a high floor. It is also on the western side of the city: the palaces and Bukchon are about half an hour away by subway, and Gangnam and Jamsil longer. For a first trip focused on the royal city, a downtown base is more efficient, but many travelers happily trade a little commuting for the energy of Hongdae and the airport link.

The rooftop pool is seasonal and, like most hotel rooftops in Seoul, busiest on warm weekends, when it may carry time limits or charges depending on the package, so check before you book if it is a priority. The hotel is popular with younger travelers, K-pop fans and friends traveling together, and rooms for three or with twin beds are available.

Rates are mid-range and often lower than comparable downtown hotels, especially midweek. Pair it with a final night here before an early flight, or with a split stay downtown, and you get the best of both Seouls: palaces and markets one day, busking, Yeonnam-dong cafes and a Han River sunset the next.