SMTOWN@coexartium (COEX Artium)

Red Velvet EXO Girls' Generation Super Junior SHINee NCT aespa

Artist Connections

A former multi-cultural space dedicated to SM Entertainment artists, a must-visit for SM stan.

SMTOWN@coexartium was a groundbreaking multi-cultural space entirely dedicated to SM Entertainment artists. While it officially closed in 2020, its legacy as a K-pop landmark within Gangnam (just outside Songpa 1-dong, but a critical and very close Hallyu destination that is essential to mention due to its immense past impact and proximity) remains immense. It was a one-stop shop for fans to immerse themselves in the world of SM idols like EXO, Red Velvet, NCT, aespa, and Girls' Generation. The complex featured an exhibition hall, a museum, a theater for holographic concerts, a cafe, and a merchandise store. Fans could view costumes, props, and unreleased content, attend virtual concerts, and purchase exclusive fan goods. It offered a deeply interactive and comprehensive fan experience, allowing them to feel closer to their idols. Although physically closed, its significance in the Hallyu wave and K-pop fan culture cannot be overstated, influencing how agencies create immersive fan spaces. Many fans who visited the area specifically for K-Pop would have made a stop here. (Note: While technically just outside 송파1동, its proximity and critical importance to the K-Pop landscape in the area warrant its inclusion as a 'nearby essential Hallyu spot' for the purpose of the service, as tourists visiting Songpa would definitely consider this a prime K-Pop destination.)

"SMTOWN@coexartium was a groundbreaking multi-cultural space entirely dedicated to SM Entertainment artists"

EXO

• Activity: Concert Film Screenings & Special Events
  EXO often had concert film screenings and special fan events held at the SMTOWN Theatre, creating memorable fan experiences.
• Activity: Exhibitions & Merchandise
  SMTOWN@coexartium hosted numerous EXO-themed exhibitions, pop-up stores, and sold exclusive merchandise, making it a pilgrimage site for EXO-Ls.

Girls' Generation

• Activity: Legacy Exhibitions
  The Artium featured historical exhibitions celebrating Girls' Generation's extensive career, showcasing their achievements and iconic moments to fans.
• Activity: Themed Cafes & Memorabilia
  Girls' Generation had themed spaces within SMTOWN, including cafes and displays of their iconic outfits and memorabilia.

NCT

• Activity: Special Events & Media Displays
  NCT content, including music videos, live performances, and special messages, were regularly displayed on the large screens and throughout the complex, engaging fans.

Red Velvet

• Activity: Cafe & Store
  The SMTOWN Cafe and Store offered Red Velvet-themed items and beverages, allowing fans to immerse themselves in their concept while shopping for exclusive goods.

SHINee

• Activity: Photo Booths & Studio Experience
  SHINee fans could enjoy dedicated photo booths and 'virtual studio' experiences, feeling closer to their idols' creative process.

Super Junior

• Activity: Hologram Concerts & Interactive Exhibits
  Super Junior featured prominently in hologram concerts and interactive exhibits, bringing their performances closer to fans.

TVX!

• Activity: Exhibitions & Merchandise
  SMTOWN provided a dedicated space for TVXQ! exhibitions, allowing fans to explore their history and purchase exclusive merchandise.

aespa

• Activity: Virtual Concerts & Experience Zone
  As SM's latest group, aespa's futuristic concepts were often showcased through virtual concert experiences and interactive zones within the Artium.

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