MZ Generation's Favorite Playground, No 'Time' to Even Sit and Rest

LGU+ Gangnam Complex Cultural Space 'Teum'
Exhibition, Cafe, Books, Photography, Gatherings
Five Keywords for Sensory Satisfaction

[Asia Economy Reporter Han Jinju] LG Uplus has gathered everything that the MZ generation likes. This is the story of 'Ilsangbiilsangui Teum' (hereafter Teum), which opened last month. There is no product guide or explanation to be found, and it is a space infused with the ambition to become a 'hot place' in Gangnam that people want to visit repeatedly.

On the 15th, LG Uplus held a press conference to introduce the book and culture space 'Teum' operating at 426 Gangnam-daero, Gangnam-gu, Seoul. The building spans 1,388㎡ (420 pyeong) from basement level 1 to the 6th floor. The first floor is covered with plants like a virtual forest and features a large media wall.

From right after its opening, word of mouth about Teum spread quietly, and within a month, over 15,000 people visited. The strategy to make it a hot place where the MZ generation voluntarily visits and stays often has worked. By analyzing the tendencies of the MZ generation, five keywords were set: exhibition, cafe, books, photography, and gatherings, and partnerships were formed with companies through an open innovation approach.

The cafes and shops in Teum, such as 'Glass House' from Goseong, Gangwon-do, the independent bookstore 'Storage Book & Film,' and the photo studio 'Sihyeonhada,' are all places preferred by the MZ generation. Reservations for desired services are also possible through the dedicated 'Teum' app. The basement level 1 is a cultural and artistic space that holds themed exhibitions quarterly. Additionally, Uplus members receive up to 50% discounts on photo studio shoots and cafe beverages, and souvenirs are provided at the bookstore.

There are also spaces integrated with LG Uplus services. On the first floor, there is a YouTube studio created in collaboration with Google. New product launch events for smart devices and various brand pop-up events are held here. The 5th floor is designed as a 5G service and content experience space. Visitors can drink coffee made by a robot barista and experience smart home training, cloud gaming, U+AR, and VR.

The employees working at Teum are called 'Uplers,' and they help share tastes and experiences. They also plan MZ generation-tailored promotions directly. LG Uplus is expanding partnerships in various fields and is considering expanding unique concept customer experience spaces to other regions.

Kim Saera, head of LG Uplus Marketing Group, said, "If existing stores were places to inform and sell products and services, Ilsangbiilsangui Teum is a space that communicates with customers while delivering brand value," adding, "We will instill the desire to become LG Uplus customers through unexpected brand experiences and expansion."

This content was produced with the assistance of AI translation services.