COEX Artium Square (K-Pop Square)

BTS Stray Kids TXT SEVENTEEN TWICE BLACKPINK ITZY IU ATEEZ Red Velvet EXO Girls' Generation IZ*ONE Super Junior SHINee NCT TVXQ aespa MAMAMOO

Artist Connections

A massive outdoor LED screen in Gangnam showcasing K-pop music videos and advertisements.

The COEX Artium Square, famously known as K-Pop Square, is an iconic outdoor space in Gangnam, boasting one of Korea's largest outdoor LED screens. While the SMTOWN COEX Artium building itself has closed, the square remains a vibrant K-pop hub. This massive screen frequently plays music videos, comeback teasers, and special promotional content from a wide array of K-pop artists, including global sensations like BTS, BLACKPINK, EXO, NCT, TWICE, and ITZY. Fans often gather here to watch their favorite idols on the grand scale, especially during album releases or special events. It’s a dynamic digital billboard that transforms into a public K-pop concert hall, offering an immersive visual experience. International visitors flock to this spot to witness the power of K-pop promotion and to soak in the Hallyu atmosphere, making it a must-visit photo opportunity and a central meeting point for K-pop enthusiasts.

"The COEX Artium Square, famously known as K-Pop Square, is an iconic outdoor space in Gangnam, boasting one of Korea's largest outdoor LED screens"

ATEEZ

• Activity: Concept Photoshoot
  ATEEZ utilized the stunning architecture and vast collection of books at Starfield Library for unique concept photoshoots, creating sophisticated and artistic visuals for their albums.

BLACKPINK

• Activity: Brand Ambassadors & Advertisements
  BLACKPINK has also served as brand ambassadors for Lotte Duty Free, with their captivating advertisements displayed throughout the store, attracting international shoppers.
• Activity: Brand partnerships & Music video teasers
  BLACKPINK's brand partnerships and music video teasers are often displayed on these prominent screens, capturing the attention of passersby in the bustling COEX area.
• Activity: Concert Film Screenings
  Megabox COEX is a common venue for screening concert films and documentaries related to BLACKPINK, attracting a large number of fans.
• Activity: Digital art displays and music video screenings
  BLACKPINK's captivating music videos and digital art installations have been featured on the screens, creating an immersive experience for fans.
• Activity: Photo Shoot / Social Media Posts
  BLACKPINK members have been known to visit aesthetically pleasing locations for social media content or photoshoots. Starfield Library's grandeur makes it a perfect backdrop for such activities, even if not officially documented as a filming location.
• Activity: Promotional Content
  BLACKPINK has utilized the library's stunning architecture for promotional content, showcasing a sophisticated image.

BTS

• Activity: Endorsement & Promotional Models
  Lotte Duty Free has famously used BTS as their brand models, featuring their images and promotional videos prominently within the store and marketing materials.
• Activity: Filming Location
  The iconic library has been used as a backdrop for various BTS content, including interviews and promotional shoots, highlighting its aesthetic appeal.
• Activity: Filming Location / Photo Shoot
  The iconic Starfield Library has been used as a backdrop for various K-pop related content, including promotional photoshoots or interviews, with BTS members potentially visiting for similar purposes, making it a visually stunning location for K-pop visuals.
• Activity: Global campaigns & Fan projects
  BTS has been featured in large-scale global campaigns and fan-organized projects on these screens, celebrating their milestones and new releases to a vast audience.
• Activity: LINE FRIENDS STORE (BT21) & Advertisements
  The LINE FRIENDS Store in COEX mall features BT21 merchandise, a collaboration with BTS. Also, large screens around COEX often display advertisements and music videos of various K-pop groups, including BTS.
• Activity: Movie Premieres and Fan Screenings
  Megabox COEX often hosts premieres for K-pop-related films, including concert movies and documentaries, which BTS members or their representatives have attended. Also, special fan screenings of BTS content are regularly held here.
• Activity: Photo Shoots & Vlogs
  The Byeolmadang Library's iconic shelves have served as a backdrop for various K-pop related content, including promotional photoshoots and casual vlogs by idols, making it a recognizable location for fans.
• Activity: Photo shoots & Social media posts
  BTS members have been featured in photo shoots and shared social media posts from the stunning Byeolmadang Library, highlighting its architectural beauty to their global fanbase.
• Activity: Promotional Events & Pop-up Stores
  COEX has hosted various BTS-themed pop-up stores and promotional events, attracting thousands of ARMYs for exclusive merchandise and experiences.
• Activity: Promotional Photoshoot Background
  Starfield Library's iconic towering bookshelves have served as a unique and artistic backdrop for various promotional photoshoots and content featuring BTS members.
• Activity: Promotional events and large-scale video displays
  BTS's music videos and promotional content are frequently displayed on the large outdoor LED screen, drawing large crowds of fans.

BTS (for events/pop-ups)

• Activity: Pop-up Stores & Promotional Events
  COEX Mall has hosted various BTS pop-up stores and promotional events, attracting large crowds of ARMYs for exclusive merchandise and experiences.

EXO

• Activity: 3D Hologram Concerts and Arcade Games
  EXO was prominently featured in the hologram theater with virtual concerts and had dedicated arcade games and fan experiences.
• Activity: Album comeback promotions and fan messages
  During EXO comebacks, album teasers and fan-submitted messages are often showcased on the K-Pop Square's large screens.
• Activity: Artist Store & Archiving
  The SUM Store sold exclusive EXO merchandise, and a museum section archived their career milestones.
• Activity: Artium Hologram Concerts & Exhibitions (formerly)
  EXO had a prominent presence at the SMTOWN Coex Artium (now closed), featuring hologram concerts and dedicated exhibitions that drew fans globally.
• Activity: Exhibitions and Merch Sales
  As a former SMTOWN hub, COEX Artium hosted numerous EXO-themed exhibitions, pop-up stores, and exclusive merchandise sales, making it a pilgrimage site for EXO-Ls.
• Activity: Fan Signings & Event Spaces
  EXO has held fan signing events and participated in special promotions within COEX Mall.
• Activity: Film Promotion and Public Appearances
  Members of EXO have attended movie premieres or fan meet-and-greet events at Megabox COEX for films they've appeared in or supported.
• Activity: Interactive Exhibits and Store
  EXO, being a major group for SM, had extensive interactive exhibits, including VR experiences, recording studio simulations, and a vast store dedicated to their albums, apparel, and collectibles.
• Activity: Interactive exhibits & Merchandise
  EXO had highly popular interactive exhibits and exclusive merchandise, drawing in countless EXO-Ls from around the world.
• Activity: Music Video Themed Displays/AR Experiences
  EXO-themed areas included recreations of MV sets, interactive AR experiences, and exclusive album listening stations.
• Activity: Official Store and Cafe Themes
  EXO-themed merchandise was sold at the official store, and the cafe often featured special EXO-related menus and decorations.
• Activity: Photo Shoots & Interviews
  EXO members have been spotted at the library for magazine photo shoots and casual interviews, appreciating its unique atmosphere.
• Activity: Promotional Campaigns & Fan Benefits
  EXO has been involved in various promotional campaigns with Lotte Duty Free, sometimes offering exclusive fan benefits or merchandise with purchases.
• Activity: Reality Show Filming
  EXO members have filmed parts of their reality shows or special video content at the library, enjoying the grand aesthetic.
• Activity: VR Experiences & Interactive Displays
  Offered VR experiences and interactive displays related to EXO's music videos and performances.

EXO (for SMTOWN Artium previously)

• Activity: Fan Activities (formerly SMTOWN Artium)
  With the former SMTOWN Coex Artium located within the complex, EXO fans frequently visited for exhibitions, merchandise, and events related to the group. Though the Artium is closed, COEX still hosts related events.

Girls' Generation

• Activity: Archive & Special Events
  Archives of Girls' Generation's music videos, albums, and special events were hosted here for fans to revisit their journey.
• Activity: Costume Displays and Music Video Sets
  Girls' Generation's iconic costumes and recreations of their music video sets were on display, offering fans a close-up look at their legendary concepts.
• Activity: Costume Displays/Photo Zones
  Fans could view Girls' Generation's iconic stage costumes and pose in themed photo zones, celebrating their legacy.
• Activity: Hologram Concerts & Photo Zones
  Fans could experience Girls' Generation hologram concerts and take photos at various themed zones.
• Activity: Hologram Concerts and Photo Zones
  Girls' Generation had interactive hologram concert experiences and numerous photo zones where fans could pose with their favorite members and relive iconic moments.
• Activity: Hologram concerts & Photo zones
  Girls' Generation's music and images were prominent throughout the Artium, including hologram concerts and various photo zones for fans.
• Activity: Retrospective Exhibitions
  Being one of SM's most iconic groups, Girls' Generation was often featured in retrospective exhibitions, celebrating their legacy through various displays and memorabilia.

ITZY

• Activity: Promotional advertisements and fan messages
  ITZY's promotional advertisements and fan-created support messages are frequently broadcast, especially during comebacks.

IU

• Activity: Media Appearances & Interviews
  The visually stunning library has been used as a location for interviews or casual media appearances by artists like IU, leveraging its aesthetic for a sophisticated backdrop.

IZ*ONE

• Activity: Variety Content Filming
  IZ*ONE filmed variety content at Starfield Library, interacting with the space and showcasing its beauty.

MAMAMOO

• Activity: Interview & Talk Show Background
  MAMAMOO members have been featured in interviews and talk shows filmed against the iconic backdrop of Starfield Library, providing a chic and intellectual setting for their discussions.

Many K-pop Idols

• Activity: Casual Visits & Social Media
  Many K-pop idols visit the library for leisure, and their photos shared on social media often go viral among fans.

NCT

• Activity: Appearance in 'NCT Life in Seoul' (2016)
  NCT members visited COEX Aquarium and other parts of COEX Mall during their reality show, showcasing the venue to fans.
• Activity: Casual visits & Vlogs
  NCT members have been spotted on casual visits to the library and featured it in their vlogs, enjoying the cultural space and sharing it with fans.
• Activity: Debut Showcases and Digital Content
  The Artium was often a venue for NCT's debut showcases, fan meetings, and interactive digital content, allowing fans to dive into their various sub-units and concepts.
• Activity: Debut showcases & Fan engagement
  NCT's various units held debut showcases and engaged with fans through interactive exhibits and events at the Artium.
• Activity: Fan Meetups & New Content Previews
  Hosted fan meetups and exclusive previews of NCT's new music and content.
• Activity: Fan Signings & Album Release Events
  NCT has held fan signing events and album release showcases within the COEX complex, engaging directly with their fanbase.
• Activity: Interactive Displays and Merchandise
  NCT's growing popularity was reflected with interactive displays, special goods, and event screenings at the Artium, catering to their diverse fanbase.
• Activity: Music Video Filming (specific areas) & Appearances
  Parts of COEX, particularly the Starfield Library, have been used as filming locations for various K-pop content, including potential scenes for NCT, and members might also attend events.
• Activity: Music video premieres and special event broadcasts
  NCT's new music video premieres and special event broadcasts are occasionally shown on the giant screen, making it a fan gathering spot.
• Activity: Photo Shoots & Vlogs
  NCT members have been spotted at Byeolmadang Library for various content, including photo shoots for magazines or group vlogs, admiring the impressive architecture.
• Activity: Promotional Content
  NCT members have been seen around the library, sometimes for lighthearted promotional content or simply enjoying the space, adding to its appeal as a K-pop friendly location.
• Activity: Rookie Group Showcases and Merchandise
  NCT, as a newer group, had showcases for their debut and comebacks, with a wide range of merchandise available to fans.
• Activity: Unit-specific Content/Merchandise
  The Artium featured rotating content and merchandise for various NCT units, reflecting their expansive universe.

NCT DREAM

• Activity: Promotional Events & Fan Gatherings
  NCT DREAM has held promotional events and informal fan gatherings within the mall, capitalizing on its high foot traffic to engage with their fanbase and promote new releases.

Red Velvet

• Activity: Advertising Campaigns & Media Appearances
  Red Velvet has been featured in advertising campaigns within COEX and made media appearances for various collaborations, enhancing their public visibility.
• Activity: Album Art Exhibits and Exclusive Goods
  Red Velvet's unique artistry was showcased through album art exhibits, themed cafes, and a wide range of exclusive fan goods.
• Activity: Album Promotions and Themed Exhibits
  Red Velvet's album promotions were heavily featured, with themed exhibits showcasing their concepts and behind-the-scenes content.
• Activity: Casual Sightings & Shopping
  Red Velvet members might be spotted enjoying casual shopping or dining experiences in the vast COEX Mall, a common public space for celebrities.
• Activity: Concept Exhibitions
  Featured exhibitions dedicated to Red Velvet's album concepts and iconic styles.
• Activity: Concept Exhibitions/VR Experiences
  Red Velvet's colorful concepts were brought to life through exhibitions and VR experiences, immersing fans in their unique world.
• Activity: Magazine pictorials & Promotional videos
  Red Velvet has had magazine pictorials and promotional videos shot at the library, leveraging its grand aesthetic to enhance their visual concepts.
• Activity: Photoshoots & Filming
  Red Velvet has utilized the library for aesthetically pleasing photoshoots and short video clips, capturing its unique atmosphere.
• Activity: Special themed cafes & Merchandise
  Red Velvet had themed cafe offerings and a wide array of merchandise, allowing fans to immerse themselves in their unique concepts.
• Activity: Themed Cafe Menu and Merch
  Red Velvet inspired unique menu items at the themed cafe and had a wide array of official merchandise, reflecting their vibrant concepts and music videos.
• Activity: Themed Exhibitions and Content
  Red Velvet had dedicated spaces for themed exhibitions and played exclusive content in the theater, allowing fans to immerse themselves in their concepts.

Red Velvet (unofficial sightings/content)

• Activity: Casual visits / potential for vlogs
  While not always officially broadcasted, aquariums like COEX are popular spots for idols for casual visits or filming vlogs, aligning with Red Velvet's often colorful and imaginative concepts.

SEVENTEEN

• Activity: Content filming ('GOING SEVENTEEN')
  SEVENTEEN has filmed episodes of their reality show 'GOING SEVENTEEN' at COEX Aquarium, showcasing their fun and curious side as they explore the exhibits.
• Activity: Promotional Content Filming
  SEVENTEEN has used the aesthetic backdrop of the library for filming promotional content or reality show segments, taking advantage of its unique ambiance.

SHINee

• Activity: Concert Showcasing
  Showcased SHINee's past concert footage and behind-the-scenes content, allowing fans to relive their performances.
• Activity: Exclusive Merchandise and Exhibitions
  SHINee's unique style and music were celebrated with exclusive merchandise, themed cafes, and special exhibitions detailing their discography and stage outfits.
• Activity: Memorabilia displays & Album releases
  SHINee's achievements and album releases were celebrated with special displays and exclusive content, making it a must-visit for Shawols.
• Activity: Music Video Sets and Memorabilia Display
  SHINee's music video sets were recreated for fans to explore, and their memorabilia, including awards and signed items, were on display.
• Activity: Special Events & Album Signings
  SHINee held special fan events and album signing sessions at the venue, interacting directly with fans.
• Activity: Special Exhibitions/Limited Edition Goods
  SHINee had various special exhibitions and limited edition goods available, showcasing their unique concepts and discography.

Stray Kids

• Activity: Filming content & Interviews
  Stray Kids has utilized the unique ambiance of Byeolmadang Library for filming various content, including interviews and segments for their reality shows, showcasing their intellectual side.
• Activity: Variety Content & Vlogs
  Stray Kids members have visited Starfield Library for casual variety content and vlogs, showcasing their interest in literature and enjoying the serene ambiance of the space.
• Activity: Vlogs & Reality Show Segments
  Stray Kids members have filmed vlogs and segments for their reality shows exploring the mall's diverse offerings, from shopping to dining, giving fans a glimpse into their daily lives.

Super Junior

• Activity: Interactive Exhibits and Fan Events
  Super Junior had interactive exhibits, allowing fans to experience their music and performances, and the venue hosted fan events for new releases.
• Activity: Interactive Exhibits and Photo Zones
  Super Junior's extensive career was celebrated with interactive exhibits, photo zones, and exclusive merchandise, allowing fans to delve into their history.
• Activity: Museum Features and Fan Events
  Super Junior was prominently featured in the museum section with costumes, awards, and exclusive content. The Artium also hosted various fan events related to their anniversaries and comebacks.
• Activity: Museum/Interactive Content
  The Artium offered a dedicated space for Super Junior's achievements, interactive exhibits, and exclusive fan content.
• Activity: Photo Zones & Cafes
  Fans could enjoy photo zones and themed cafes dedicated to Super Junior, offering a unique fan experience.
• Activity: Special Events and Fan Content
  Super Junior had special events, photo zones, and played exclusive video content, offering unique fan experiences.
• Activity: Themed Cafe & Experience Zones
  Super Junior-themed desserts and beverages were offered at the SUM Cafe, along with interactive experience zones.
• Activity: Virtual Reality experiences & Fan events
  Super Junior was featured in VR experiences and special fan events held at the Artium, offering interactive ways for fans to engage with the group.

TVX!

• Activity: Exhibitions & Merchandise
  TVX! had dedicated exhibition spaces and a wide range of merchandise available, celebrating their extensive career and contributions to K-pop.

TVXQ

• Activity: Exhibitions and Merchandise
  As one of SM Entertainment's foundational groups, TVXQ had dedicated exhibition spaces and merchandise at the Artium, showcasing their illustrious career.

TVXQ!

• Activity: Exhibitions & Merchandise
  Exhibitions featuring TVXQ!'s career highlights, stage costumes, and exclusive merchandise were regularly displayed.
• Activity: Exhibitions and Merchandise
  As one of SM Entertainment's pioneering groups, TVXQ! had dedicated exhibition spaces and merchandise throughout the Artium, showcasing their long-standing career and global impact.
• Activity: Exhibitions and Merchandise Sales
  The SMTOWN Coex Artium featured dedicated exhibitions for TVXQ!, showcasing their career milestones, stage outfits, and offering exclusive merchandise.
• Activity: Exhibitions/Merchandise
  SMTOWN Artium hosted extensive exhibitions and sold exclusive merchandise related to TVXQ!'s long career and various comebacks.

TWICE

• Activity: Brand Endorsements & Meet-and-Greets
  TWICE has participated in brand endorsement events and meet-and-greets within the mall, connecting with fans and promoting products.
• Activity: Commemorative events and fan support projects
  TWICE's anniversaries or special releases are celebrated with fan-organized video displays and support projects on the large screen.
• Activity: Variety show filming / Content creation
  TWICE members have filmed content or variety show segments at COEX Aquarium, enjoying the marine life and creating playful interactions.

TXT

• Activity: Interview Backgrounds & Casual Visits
  TXT members have been seen using the library as a background for interviews or simply enjoying a casual visit, capturing its beauty.

Various K-pop Artists

• Activity: Fan Events & Promotional Activities
  COEX hosts numerous K-pop related events, including fan meetings, album promotions, and pop-up stores, making it a frequent hub for fan engagement.
• Activity: Live concert screenings and special video content
  The K-Pop Square is often used for live screenings of K-pop concerts, award shows, and special video content from various idol groups, creating a communal viewing experience.

Various K-pop Idols

• Activity: Birthday ads & Comeback promotions
  The massive digital screens on the outer wall of the former COEX Artium are frequently used by fans to display birthday ads for their idols or by agencies for comeback promotions, creating a visually stunning spectacle.
• Activity: Fan Events & Promotions
  COEX often hosts various K-pop related events, pop-up stores, and promotional activities for many idol groups.
• Activity: Fan Signings & Public Events
  COEX often hosts fan signing events, product launches, or public appearances by various K-pop idols due to its large event spaces and accessibility.

Various K-pop Idols (as visitors/photo shoots)

• Activity: Casual Visits & Photo Opportunities
  Many idols visit the library for leisure, often taking aesthetically pleasing photos that they share with fans, making it a popular photo spot for fans to emulate their idols.

aespa

• Activity: Avatar Concept Displays/Future Technology
  aespa's innovative avatar concept was highlighted through futuristic displays and digital interactive elements.
• Activity: Brand Endorsement Photoshoots
  aespa has conducted various brand endorsement photoshoots within the trendy spaces of Starfield COEX Mall, leveraging its modern aesthetic for fashion and lifestyle campaigns.
• Activity: Concept displays & Virtual experiences
  aespa, with their metaverse concept, had futuristic displays and virtual experiences, showcasing their innovative approach to K-pop.
• Activity: Digital Content and Virtual Experience
  As SM's newest group, aespa's presence involved more digital and virtual experiences, aligning with their 'metaverse' concept within the SM universe.
• Activity: Magazine Spreads & Social Media Posts
  aespa members have utilized the visually striking library for magazine photo spreads and shared personal photos on social media, highlighting its iconic design.
• Activity: Metaverse & AI-themed Exhibits
  Presented exhibitions incorporating aespa's unique metaverse concept and AI technology.
• Activity: Virtual Experience Zones
  As a newer generation group, aespa was integrated with virtual experience zones, connecting their 'metaverse' concept with interactive fan engagement and digital content displays.
• Activity: Virtual Reality Experiences & Digital Art Installations
  Given aespa's 'metaverse' concept, COEX's digital art spaces (like the Starfield Library's media art) align with their aesthetic and could host related experiences.

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