The Myeongdong area has a number of hotels run by Korean conglomerate Lotte, not least the swanky Lotte Hotel Seoul. All of these are part of the iconic Lotte brand, and will give you a taste of contemporary Korea. L7’s stylish interior gives guests modern, well-designed rooms to rest in after a hard day of shopping, at a slightly more affordable pricetag than Lotte Hotel. It’s still a four-star hotel, however – don’t expect budget digs. There’s a free foot spa next to the rooftop bar, and the Myeongdong shopping area starts just behind the hotel.