Shinsegae Department Store Collaborates with Andre Saraiva to Launch Art Marketing Campaign

Shinsegae Department Store announced on the 24th that it will conduct art marketing in collaboration with the world-renowned graffiti artist Andre Saraiva.

From the 25th until September 27th, the event titled ‘SHINSEGAE LOVES ANDRE’ will feature a drawing show personally presented by Andre Saraiva during his visit to Korea. The store decorations, shopping bags, and gifts will all be themed around his signature character ‘Mr.A’.

Andre Saraiva has showcased graffiti artworks on city walls and public spaces while traveling between Paris, New York, and LA. He has collaborated with various global brands ranging from sports brands like Nike and Adidas to luxury brands such as Louis Vuitton and Chanel. He is praised for making graffiti more approachable to the public by lowering entry barriers and creating the character ‘Mr.A,’ his alter ego, thereby rewriting the history of contemporary street art.

Shinsegae Department Store plans to decorate the store exterior and interior with Andre Saraiva’s graffiti. Various customer-visible spaces such as banners inside and outside the department store, elevator halls, and members bars will be filled with artworks created in collaboration with Shinsegae. Major stores including the Main Store, Gangnam Store, Centum City Store, Daejeon Art & Science, and Gyeonggi Store will host numerous pop-up exhibitions and photo zones for MZ customers who enjoy street art. Visitors can take ‘life shots’ against the backdrop of Andre Saraiva’s artwork decorations at locations such as the 11th floor S Garden in Gangnam Store, the 10th floor S Garden in Gyeonggi Store, and the basement 2nd floor central plaza in Centum City Store.

Visitors can also watch Andre Saraiva create his artwork live at Shinsegae Gangnam Store. On August 28th and 29th, he will visit Gangnam Store for two days to perform a drawing performance exclusively for Shinsegae customers. Anyone visiting Gangnam Store can watch the performance.

Lucky draw events will be held at the Main Store, Gangnam Store, and Daejeon Art & Science, and participation is possible by downloading coupons from the Shinsegae Department Store app. Additionally, customers who join Shinbaek Reward and purchase over 50,000 KRW will receive an eco bag designed with Andre Saraiva’s graffiti.

Kim Hari, Executive Director of Brand Marketing at Shinsegae Department Store, said, “We expect great responses not only from MZ customers familiar with street culture but also from customers interested in culture and art. We will continue to lead the industry with various collaborations and differentiated marketing.”

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