Department stores are increasingly resembling art galleries. Spaces once dominated by cosmetics and luxury goods are now showcasing paintings and crafts, while rooftop gardens and store corridors have transformed into exhibition areas.
Customers can spend time in department stores without making a purchase, enjoying art, scents, and photo opportunities. As online shopping becomes the norm, physical stores are competing not just on what they sell, but on what experiences they offer.
According to industry sources, Lotte Department Store has enhanced its art offerings with sensory experiences. The 'Urban Symphony' exhibition at the Avenue L Jamsil location, running until August 2, features media and painting works centered on the emotions of modern urban life. Artists Koo Gi-jung and Koo Ji-yoon present media installations and abstract paintings, respectively.
The exhibition space is not limited to artworks. Lotte has collaborated with the niche fragrance brand 'Liberty Beauty' to infuse the entire area with scents reminiscent of summer, allowing visitors to experience the atmosphere of the exhibition through fragrance.
At the main Avenue L location, the 'Mindscape Gardener' exhibition, featuring Eastern painter Jeong Yu-mi and Western painter Jeong In-hye, runs until August 24. Instead of confining artworks to a separate gallery, pieces are strategically placed throughout the store, allowing customers to encounter art naturally as they shop.
At the Gangnam location, the premium concept store The Conran Shop is hosting its first exhibition-style pop-up for the Italian tableware brand 'Ginori 1735.' This approach showcases the brand's history and craftsmanship in a manner akin to an exhibition, moving beyond mere product displays. Lotte Department Store emphasizes creating a sensory experience by combining art, fragrance, interior design, and merchandise.
Shinsegae Department Store is integrating galleries, architectural spaces, and traditional Korean culture. The Gangnam location recently opened its first standalone gallery on the 1M floor, featuring a solo exhibition titled 'Plane Conditions' by first-generation Korean Dansaekhwa artist Choi Myung-young. The exhibition includes 18 paintings and drawings, as well as archival materials from the 1960s and 1970s. 'Plane Conditions' will run until September 9.
Historically, the Gangnam location has built its competitiveness around luxury goods and gourmet offerings. By adding a formal gallery, it has created a structure where shopping, dining, and art appreciation can all occur in one space. The 11th-floor S Garden features a 'Garden of Light' that reflects sunlight through prisms, providing a picturesque spot for families and couples to take photos.
The 'Heritage' at the Seoul flagship store utilizes the entire building as an exhibition space. A solo exhibition titled 'The Origin of Space' by artist Park Seon-ki is on display in the 4th-floor museum and 5th-floor central garden until September 13. The centerpiece is a large installation that shapes the framework of a traditional Korean house using charred charcoal. Visitors can walk among the charcoal structures, experiencing the formation and dispersal of shapes up close.
In the same space, the exhibition 'Scenery of White' by artist Kim Ik-young, who has led the popularization of modern Korean white porcelain, is also ongoing. Visitors can view around 70 to 80 representative sculptural works and everyday ceramics for free. Shinsegae aims to establish 'The Heritage' as a cultural hub in Myeongdong by diversifying genres, including photography, media art, traditional crafts, and ceramics.
Hyundai Department Store operates specialized exhibition spaces, children's art museums, and craft pop-ups. The cultural space 'Alt1' on the 6th floor of The Hyundai Seoul is hosting a special exhibition titled 'Banksy, Still Here' featuring over 110 prints and objects until November 3.
At the Pangyo location, the Hyundai Children's Book Art Museum is running a photography exhibition titled 'World of Photography' until November 1. This exhibition introduces photography as a medium for storytelling through works and art prints from 14 domestic and international artists. There are also interactive programs for children to connect photography with writing or to create their own backgrounds and props for shooting.
At the Sinchon location, a pop-up called 'Soyeonhoe' showcases and sells works from five domestic craft artists. From Yoon Sang-yo's Go game cups to Joo Jin-hyung's sculptures, a variety of craft items at different price points are available in one place, allowing customers to view and purchase artists' works without needing to visit a separate gallery.
The three department stores have slightly different directions. Lotte focuses on sensory exhibitions that combine fragrance, media, and interior design. Hyundai segments content for different customer demographics through specialized exhibition spaces, children's art museums, and craft sales. Shinsegae emphasizes formal galleries and Korean cultural content, including architecture and crafts.
What they share is the recognition that relying solely on product sales is insufficient to retain customers. Online shopping allows for quick price comparisons and purchases. Department stores must create reasons for customers to visit and stay. Exhibitions can generate new motivations for visits and broaden the pathways to dining, shopping, and purchasing goods.
Of course, art exhibitions do not immediately translate into sales. Many customers leave after viewing free exhibitions. However, for department stores, creating memorable images can help them stand out. The reasons for return visits may hinge more on the artworks seen and the spaces where photos were taken than on what was purchased.
An industry insider noted, “Whereas past department store cultural centers served as supplementary facilities to shopping, today’s galleries and exhibitions have become content that draws customers to the stores. Customers who come to see exhibitions may extend their visits to include dining and shopping, which can enhance both store image and sales.”
* This article has been translated by AI.
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