Shinsegae Group to Headline Partner Frieze Seoul Art Fair

Shinsegae Group is set to become a headline partner for the upcoming Frieze Seoul art fair, marking the first time a domestic retail company takes on this role. The partnership, set to begin with the 2026 fair and extend for five years until 2030, underscores a strategic move by the retail giant.

This significant collaboration was personally spearheaded by Shinsegae Group Chairman Chung Yong-jin. It reflects his retail management philosophy, which emphasizes capturing customer "time and experience" rather than merely selling products. Chung stated that providing new customer experiences is Shinsegae's core asset and competitive edge. He believes the collaboration with Frieze Seoul will create a unique customer experience where retail and art converge, thereby strengthening the company's lifestyle platform capabilities.

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Customers' new experiences are Shinsegae Group's core assets and competitiveness. Through collaboration with Frieze Seoul, we will create a differentiated customer experience where retail and art naturally blend and strengthen our lifestyle platform competitiveness.

As a headline partner, Shinsegae Group will establish a "Shinsegae Exclusive Lounge" within the COEX venue, accessible to all visitors. The lounge will showcase the company's affiliated brands' spatial planning expertise and cultural and culinary content, aiming to offer a distinct experience. Beyond the immediate event, the five-year partnership aims to bolster global exchange for Korean galleries and artists, supporting Seoul's position as an Asian cultural and art hub.

A Shinsegae Group representative expressed the company's commitment to continuously exploring ways to connect art with daily life. They plan to set new standards for customer experience through world-class cultural and artistic content and contribute to enhancing the global competitiveness of Korean culture and art. Shinsegae has a history of integrating shopping, leisure, and arts, including its Shinsegae Gallery, Starfield's Library, and various art programs.

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Based on this participation as Frieze Seoul's headline partner, we plan to continuously expand various attempts to connect art and daily life. We will continue to set new standards for customer experience through world-class cultural and artistic content and contribute to strengthening the global competitiveness of Korean culture and art.