B the B is a communication platform for beauty and fashion brands in Seoul to connect with city residents. Located at the heart of the city, it serves as a nature-infused “creative lounge” for passers-by to take a break. The venue offers a range of free content, including brand showrooms, special exhibitions, and seasonal events related to beauty and fashion. Visitors can enjoy the foresty healing grounds and become more acquainted with information related to beauty and fashion through innovative technology. The goal of B the B is to serve as a hub connecting the Dongdaemun History & Culture Park, the Dongdaemun Design Plaza (DDP), and Dongdaemun Market, thus promoting a vibrant fashion industry in Seoul.