Buildings stand at dusk in the Gangnam district in Seoul, South Korea, on Thursday, Dec. 13, 2012.
A man walks past signage for Gangnam subway station in Seoul, South Korea, on Thursday, Dec. 13, 2012.
Pedestrians walk along Garosugil street in the Gangnam district of Seoul, South Korea, on Saturday, Dec. 15, 2012.
Women walk past a billboard on Garosugil street in the Gangnam district of Seoul, South Korea, on Saturday, Dec. 15, 2012.
A woman is reflected on a wall as she descends a flight of stairs inside Gangnam subway station in Seoul, South Korea, on Thursday, Dec. 13, 2012.
A man uses a mobile phone inside Gangnam subway station in Seoul, South Korea, on Thursday, Dec. 13, 2012.
A man uses a mobile phone inside Gangnam subway station in Seoul, South Korea, on Thursday, Dec. 13, 2012.
Store signs and advertisements are illuminated in a street in the Gangnam district of Seoul, South Korea, on Thursday, Dec. 13, 2012.
A man looks out from a window of a building in the Gangnam district of Seoul, South Korea, on Thursday, Dec. 13, 2012.
Groomers trim the coat of a dog at Irion pet care center in the Gangnam district of Seoul, South Korea, on Saturday, Dec. 15, 2012.
An employee checks on a pair of dogs in the pet hotel section of Irion pet care center in the Gangnam district of Seoul, South Korea, on Saturday, Dec. 15, 2012.
Revelers dance inside Club Ellui in the Gangnam district of Seoul, South Korea, on Sunday, Dec. 16, 2012.
Revelers dance inside Club Ellui in the Gangnam district of Seoul, South Korea, on Sunday, Dec. 16, 2012.
Bartenders serve customers at the bar inside Club Ellui in the Gangnam district of Seoul, South Korea, on Sunday, Dec. 16, 2012.
A man walks through Guryong village as high rise residential buildings stand in the background in the Gangnam district of Seoul, South Korea, on Sunday, Dec. 16, 2012.
Yoon Boon Chool, 84, takes her laundry into her house in Guryong village in the Gangnam district of Seoul, South Korea, on Sunday, Dec. 16, 2012.
The cross of a church is silhouetted against the sun in Guryong village in the Gangnam district of Seoul, South Korea, on Sunday, Dec. 16, 2012.
The shadow of a pedestrian is cast on the street as she walks through the Gangnam district of Seoul, South Korea, on Saturday, Dec. 15, 2012.
All Photographs By SeongJoon Cho/Bloomberg
When I got an assignment shooting Gangnam area, I’ve spent times agonizing over how to approach the subject. Shooting general images is my routine job, however, this case was totally different. Thanks to popularity of Psy’s ‘Gangnam Style’, Gangnam district was the cynosure of all eyes around the world. So, I’ve decided to show different and diverse scens from there. From a luxury pet care center to slum village nearby highrise residential buildings, shooting a diversity of scenes of Gangnam was full of fun from my job.