Shinsegae Group will showcase a unique cultural space at the global art fair Frieze Seoul 2026, set to take place at COEX in Seoul next month. As the headline partner for Frieze Seoul starting this year, the company aims to offer a differentiated customer experience that combines retail and art.
On August 26, Shinsegae Group announced that it will operate a special space called 'Shinsegae Lounge' during Frieze Seoul 2026, which runs from September 2 to 5. The Shinsegae Lounge will encapsulate the company's expertise in space and content planning. This lounge serves as a symbolic space marking the beginning of a long-term partnership, as Shinsegae Group commits to being a headline partner for the next five years.
A representative from Shinsegae Group explained, "The motivation behind presenting a unique lounge stems from Chairman Jeong Yong-jin's management philosophy of creating a cultural space where customers want to linger in their daily lives."
The lounge will host a special exhibition titled 'The Monumental Everyday: L'Immensité du Quotidien,' featuring works by French artist Paul Cox. This exhibition will present the world premiere of 336 pieces from Cox's 'Diary' series, which documents his daily evening meditations using opaque watercolors.
Additionally, the exterior of the lounge will feature a large image of one of Paul Cox's representative works, 'Diary 16 05 26,' allowing visitors to experience the artist's world before entering the space.
Through its partnership with Frieze Seoul, Shinsegae Group plans to expand cultural content that seamlessly integrates retail and art. A Shinsegae Group representative stated, "We aim to establish a foundation for active exchanges among major galleries, artists, collectors, and cultural institutions, contributing to enhancing the international status of the domestic art market."
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.