At the more upscale Jubilee Chocolatier dessert cafe in Seoul, women line up on the days up to Valentine's Day to buy handmade chocolates that can be customized with their loved one's initials.
Set in a Milanese palazzo (a grand public building) north of the city centre, the concept is a winning combination of a three-room hotel, art gallery, design boutique and cafe-restaurant, and Sozzani has since replicated its success in Tokyo and Seoul.