Shinsegae Department Store, Industry's First Official Partner of Art Fair 'Frieze Seoul'

Opening a Lounge Showcasing the Beauty of Korea

Shinsegae Department Store announced on the 17th that it will participate as the official partner of Frieze Seoul 2023 for the first time in the industry. Frieze, along with Art Basel and FIAC, is one of the world's top three art fairs and will be held for four days from the 6th to the 9th of next month at COEX in Seoul.

Shinsegae Department Store is participating as the industry's first official partner of Freeze Seoul 2023 and will operate a VIP lounge that modernly reinterprets the "Beauty of Korea" for four days starting from the 6th of next month.
[Photo by Shinsegae Department Store]

As the first official partner in the department store industry, Shinsegae plans to showcase art retail through the 'Shinsegae Lounge,' which features designs that modernly reinterpret the 'Beauty of Korea.' Shinsegae applied a neat and calm tone design to the lounge to embody the Korean aesthetic that values the impression and harmony with nature, such as wood, stone, and leather.

On the table, inspired by traditional Korean furniture, representative products of 'Poiret,' which modernly reinterpret the heritage of designer Paul Poiret, were harmoniously arranged. Throughout the lounge, an art collection that modernly reinterprets Korean aesthetics and artistic inspiration was presented alongside the showcase of Shinsegae Department Store’s jewelry brand Addir.

A Shinsegae Department Store official stated, "Shinsegae, which introduced the first gallery and art space in a department store, will introduce K-art content at a global art fair," adding, "We will provide a different level of customer service through art retail that continuously brings newness to everyday life."

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