Shinsegae Group unveils 'Shinsegae Lounge' at Frieze Seoul

| NBNTV = Kim Min-ho | Shinsegae Group announced on the 2nd that it will present the 'Shinsegae Lounge,' a special space designed to deliver everyday artistic experiences, at the 'Frieze Seoul 2026' art fair held at COEX in Seoul through the 5th.

The Shinsegae Lounge represents the culmination of Shinsegae Group's expertise in space and content planning. Notably, the group will serve as a headline partner for Frieze Seoul for the next five years starting this year, making this lounge a symbolic space to mark the launch of that partnership.

The decision to present an independent lounge at the heart of a global art fair is driven by the management philosophy of Chairman Chung Yong-jin: 'Creating cultural spaces in everyday life where customers want to stay.'

Moving beyond simple product sales, Shinsegae Group has focused on occupying the 'time and experience' of customers in offline spaces as the core of its retail innovation. Frieze Seoul, a world-class art fair, is considered the optimal venue to implement and further expand this philosophy.

The Shinsegae Lounge will host a special exhibition titled 'L’Immensité du Quotidien: The Monumental Everyday,' providing an in-depth look into the artistic world of French artist Paul Cox.

The exhibition will feature the world premiere of 336 pieces from the 'Diary' series, in which the artist used opaque watercolors to record meditations he has practiced every evening for years.

In particular, one of his representative works, 'Diary 16 05 26,' will be displayed as a large-scale image on the exterior of the Shinsegae Lounge to welcome visitors.