Galleria百 Strengthens Art Content... Targeting VIP Customers' Tastes

Galleria Department Store offers a gallery tour video to VIP customers.

[Asia Economy Reporter Lim Chun-han] Galleria Department Store announced on the 3rd that it is strengthening art content targeting VIP customers, focusing on the luxury hall, through non-face-to-face gallery tours and gallery pop-up stores.

Since May, Galleria has partnered with Ghana Art to provide the ‘Online Viewing Room (OVR)’ service, allowing VIP customers of the luxury hall to view artworks remotely. Galleria separately produces art videos with curator commentary and sends the online link addresses of these videos to customers via text message.

Customers can watch the videos and, if interested in a particular artwork, access the Ghana Art Private Viewing Room with a password to obtain detailed information necessary for purchase, such as price. Afterwards, only customers with purchase intent can view the artwork brought to the luxury hall’s VIP-only facility, where they proceed with consultation and purchase procedures. Although it has only been a month since the service started, it has received a positive response, with artworks worth around 10 million KRW being sold.

A Galleria representative said, “The omni-channel sales method, which shows detailed information such as the material, color, and size of the artwork online and completes the purchase offline, is receiving a good response from customers,” adding, “We are also considering partnerships with various emerging galleries for this service.”

Since last year, Galleria has been conducting home artwork consulting in co-marketing with Ghana Art, visiting the homes of department store VIP customers and suggesting artworks that suit their interior. Regarding in-store content, Galleria has recently been continuously showcasing gallery pop-up stores in the luxury hall. In May, Galleria held the ‘Michael Scoggins Exhibition’ by the American contemporary artist in collaboration with G Gallery, selling 10 out of 11 artworks on the first day of the event.

Until the 10th, the luxury hall is hosting a pop-up store by the painting subscription service company ‘Pinzzle.’ It features about 10 rare artworks, including the sensuous works of Italian artist Francesco Bonzoni, with only 12 pieces worldwide. Customers who purchase during the event will receive a 10% discount and a goods pack worth approximately 30,000 KRW as a gift.

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