SOUTH KOREA. Shinsegae Duty Free has launched a pioneering art section on its ecommerce platform and opened a museum-like art space in its flagship Myeong-dong store in Seoul, celebrating the works of up and coming South Korean and international artists.
The retailer has extended the lifestyle category of its ecommerce platform to include a curated art offer. The art section was initially launched in South Korea on 13 August and was rolled out internationally on 16 September. It features the works of acclaimed South Korean illustrators Soña Lee and Weunah Kim.
Shinsegae Duty Free has also unveiled a new ‘Art Space’ in its Myeong-dong store. The space invites shoppers to experience the works of Lee and Kim up close. Art Space is promoted through a social media campaign that brings awareness to Lee and Kim’s work internationally.
In addition, a large Y-shaped sculpture by experimental Belgian artist Carston Höller takes centre stage on the tenth floor and is expected to become a popular cultural attraction in Seoul.
Living in both South Korea and New Zealand, Lee is known for her colourful drawings, murals and exhibitions. She is currently developing the theme of Shinsegae Duty Free’s annual season. Shinsegae Duty Free is selling only 88 pieces of Lee’s artworks. The limited edition pieces come with a warranty card and edition number.
Kim is the brain behind lifestyle speciality store Lidia Art & Scent. Her work uses watercolours to capture the beauty of the natural and everyday world.
Viewing and buying art has become a growing trend among luxury millennial and Gen-Z shoppers. According to Shinsegae, its foray into the art world helps it engage with younger luxury consumers in a new way.
Shinsegae Duty Free Director Choi Seung-Jae commented, “If you are a contemporary artist who can capture the sensitivity and spirit of the times of the next generation, we will be delighted to showcase your work regardless of your field.”
Another Shinsegae Duty Free Official added, “We have provided a good opportunity to engage with customers through our shared passion for art. We are the first to introduce art in the duty free channel with the aim of becoming leader in the promotion of art and culture in the travel retail channel.”
