SOUTH KOREA. Shinsegae Duty Free has partnered with the National Museum of Korea for an exclusive showcase of two innovative media art installations at its Myeong-dong, Seoul flagship store, running until 30 June.
Titled ‘As Peonies Bloom’ and ‘Moving Letters: Joseon Movable Type’, the exhibitions offer a modern reinterpretation of Korea’s rich cultural heritage, brought to life through state-of-the-art digital media.
Notable attendees at the event included Shinsegae Duty Free CEO Yoo Shin-Yeol, National Museum of Korea Director Kim Jae-Hong, and renowned guitarist and film score composer Lee Byung-Woo.
The ‘Moving Letters: Joseon Movable Type’ exhibition is presented on the 10th floor in the Iconic Zone of the Myeongdong store.
This immersive piece brings to life the beauty and significance of 820,000 historical Korean typefaces preserved by the National Museum through stunning 3D visuals and a compelling score composed by Lee Byung-Woo.
Visitors can also experience the ‘As Peonies Bloom’ at Shinsegae Square, located in the main building of Shinsegae Department Store.
Reimagining the traditional peony folding screen motif, the installation incorporates majestic imagery with dynamic audio to create an emotional experience.
Shinsegae Duty Free received the Minister of Culture, Sports and Tourism Award last year for its commitment to advancing Korean heritage through culture and the arts.
Since May 2022, the retailer has been presenting K-Culture Day every Saturday, featuring immersive digital content developed by the National Museum of Korea.
The event also featured discussions highlighting the cultural relevance of the displayed works and K-Culture’s global potential, as well as a commemorative photo session.
Another key highlight was the attendance of a business delegation from one of China’s leading insurance companies, who described the experience as a “memorable opportunity to enjoy both shopping and Korean culture in one visit”.
The exhibition served as a strategic cultural offering for business tourists, especially from China’s large insurance sector, aligning with MICE market trends.
The immersive experience extends to travellers at Incheon International Airport, located at the acclaimed K-Culture Museum Hall 4, Terminal 1.
This innovative space blends a mirrored structure with a large media facade, immersing travellers in Korean culture through an engaging visual experience.
Looking forward, Shinsegae Duty Free and the National Museum of Korea noted their plans to develop more K-content that merges Korea’s rich tradition with modern perspectives, introducing Korean heritage to audiences across the globe.
A Shinsegae Duty Free representative said: “Our goal is to go beyond shopping and offer our visitors, whether individuals or business group, meaningful cultural experiences. We will continue to develop tourism content that seamlessly integrates art, heritage and retail.” ✈
