Shinsegae Group to unveil 'Shinsegae Lounge' at Frieze Seoul as headline partner

Shinsegae Group is set to unveil a dedicated exhibition space, the 'Shinsegae Lounge,' at the upcoming Frieze Seoul art fair. The event, scheduled from September 2 to 5 in Seoul's COEX, will showcase the conglomerate's commitment to integrating culture into everyday experiences.

This year marks a significant milestone for Shinsegae, as it participates as a headline partner for Frieze Seoul 2026. This is the first time a South Korean retail company has achieved this prominent sponsorship role. Shinsegae has committed to a five-year partnership, extending through 2030.

The 'Shinsegae Lounge' will prominently feature 336 artworks by the French artist Paul Cox, presented for the first time. This initiative aligns with Shinsegae Group Chairman Chung Yong-jin's management philosophy, which emphasizes creating cultural spaces where customers want to spend time. Frieze Seoul, a global contemporary art fair established in the UK in 2003, has been held exclusively in Seoul for Asia since 2022.

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Creating cultural spaces within daily life where customers want to stay.