EOUL is a city that needs little introduction. The name is synonymous with the fizzy high-energy K-Pop style popular throughout Asia, spicy food, splendidly pickled culture, and that most enduring of activities – wild and inexpensive shopping. This heady mix has for years attracted executive suits and fashionistas alike who will find a splendid home at the JW Marriott Dongdaemun Square Seoul (February 2014).

Serenely overlooking the historic Dongdaemun East Gate, it plans to shake up this shopper district with some high-class facilities and elegant rooms that scream "convenience" for leisure trippers as well as pin-stripers in search of the top Seoul hotels for corporate meetings and CEO chinwags. MICE is nice, especially when you get to run events in a prime location like this, with a Grand Ballroom for 590, four meeting rooms, and a 98-screen 'media wall'. With just 170 rooms in all, this is a boutique retreat with a contemporary feel and a sense of history with unimpeded views of the Gate.

In-room there is wood flooring underfoot, a floral carpet beneath the bed, a burgundy red sofa, soft pastel tones, and a plump white bed with a wine-red runner. A long work desk comes with an ergonomic chair to soothe weary backs late into the night. The large mirrors, mod white marble bathrooms, and generous lighting are aimed squarely at women travellers, the shopping cognoscenti. An Executive Suite with access to the Executive Lounge and its stream of nibbles, serves up a king-size bed and touch-screen controls. Flat irons in all rooms will delight women travellers. But it is the small scale and sense of intimacy that sets this address apart with brisk and attentive service.

For après-work, think five-lane electronic golf driving range, four spa treatment rooms, a two-lane lap pool, Korean-style sauna and the 10th floor Griffin Bar sky lounge with a balcony overlooking the East Gate. Plan events, or sample the area's 24-hour shopping. The hotel has an LEED Gold certification as a green venture. The location, while unusual, and new for fine lodgings, is the essence of Seoul.