Lié Conversations / DECEMBER 2025
In conversation with Nuri Kim
Meet Nuri Kim - Seoul-based creative and founder of The Phrase Bookstore and concept store The Phrase Things in Seochon, as well as the creative mind behind The Phrase Studio, which produces campaigns and visuals for fashion brands. A former long-time editor at Marie Claire Korea with experience living in London, she has built a reputation for impeccable taste, entrepreneurial vision, and a remarkable talent for curation. Every book, object, and ceramic in her stores is thoughtfully chosen, creating spaces that feel both personal and inspiring.
We spoke with Nuri about her journey from fashion editorial to building her own creative world, the care behind selecting each detail in her stores, and the inspirations that shape her aesthetic. Known as a tastemaker in Seoul, she effortlessly sets the tone for style and design - making her an ideal fit for this series.
What inspired you to start The Phrase Bookshop and The Phrase Things, and how has your journey looked up until now?
I began my career in my early to mid-twenties working for fashion magazines. After working as a fashion editor, I’ve spent the past several years planning, producing, and styling campaigns and content for fashion brands.
The Phrase, located in Seoul’s Seochon neighborhood where tradition and modernity coexist, is a space I run together with my husband, who is a fashion designer and professor. It’s essentially a “magazine-like” place where we curate the perspectives and sensibilities we’ve gathered over time, and collaborate with creators across different fields.
The first-floor The Phrase Bookstore features a curated selection of magazines and art books in fashion, photography, and design, while the third-floor The Phrase Things introduces beautiful and functional objects for everyday life—such as ceramics from the Danish studio KH Würtz.
I believe that well-made publications and thoughtfully crafted objects become even more valuable and meaningful as time passes. The Phrase began as a journey to create an offline space where people can read, see, experience, and share those things together.
Where do you find inspiration for curation?
My inspirations come from themes I’m interested in personally or from projects I’m working on at the moment. About two to three years ago, my attention shifted toward Korean traditional antiques, furniture, and crafts. As I studied books and objects related to these areas, I gradually began introducing them into the space. Personal curiosity and interest often become the starting point of my next curation.
How would you describe your aesthetic in three words?
Simplicity, elegance, and practicality. I value a timeless, pared-back aesthetic, a refined sense of beauty, and a practicality that stays aligned with real life.
Do you have a ritual or routine that helps you stay creatively focused or inspired?
The most important ritual for me is keeping my eyes, ears, and mind open. I often tell my team that there’s no better source of inspiration than seeing and experiencing as much as possible. The small, seemingly insignificant moments of everyday life slowly build up, and when the time comes, they reveal themselves naturally. I believe creativity doesn’t come from sudden flashes but from a sensibility that has been layered quietly over time.
What’s a piece of advice that has stayed with you through your career, from Marie Claire to building your own business?
It’s essential to know clearly what you genuinely love. That sense of clarity becomes the foundation that shapes your path—and the standard and aspiration that lift you back up when challenges arise. I’ve been asking myself that same question since my teenage years, and it’s been the most helpful piece of advice throughout my journey.
What’s your relationship with jewelry – do you own a vintage or heirloom piece that holds special meaning?
I tend to dress simply and rarely wear much makeup, so I love gold and silver jewelry that adds balance and subtle energy to a look. I’ve been collecting sculptural pieces from Old Céline under Phoebe Philo for a long time. The first drop earrings I bought a decade ago are especially meaningful—I even got my ears pierced just so I could wear them.
Recently, I’ve been collecting pieces from Tiffany’s Elsa Peretti collection. Created in the 1970s with the belief that “working women deserve to enjoy beautiful things,” her silver jewelry has a simplicity and strength that I deeply admire.
How do you hope your stores and curation influence the way people experience style, design, and literature in Seoul?
Seoul is a city where many layers of eras and aesthetics coexist. I believe it’s important to read and select from this multilayered, interwoven beauty with thoughtfulness. What we hope to offer at The Phrase is not simply the consumption of trends or styles, but an experience that opens new perspectives—on how to see and how to live with objects.
If the books, objects, and spaces we carefully curate can quietly spark inspiration and questions, and become small catalysts that help people expand their own language and sensibilities, that alone feels meaningful.
Are there any projects, collaborations, or concepts you’re currently working on or excited about for the near future?
Early next year, we’ll be releasing our third photography book published by The Phrase. It features the work of a Seoul-based female fashion photographer who has been actively developing her practice. We plan to present it alongside a photo exhibition in Seochon when warm spring arrives and the cherry blossoms begin to bloom—so stay tuned.
