Josun Palace, operated by Josun Hotels & Resorts, offers the “Josun Palace Signature Art Tour,” a program that guides hotel guests through its art collection with docent-led tours. (Image provided by Josun Hotels & Resorts)
SEOUL, May 5 (Korea Bizwire) — South Korea’s leading hotels and department stores are turning to art-driven strategies to attract affluent, experience-seeking customers, elevating their venues from commercial spaces to immersive cultural destinations.
With the rise of “art marketing,” retailers are integrating curated exhibitions, docent-led tours, and gallery partnerships into their business models. This trend is not only redefining the retail and hospitality experience but also signaling a broader shift in how brands engage with lifestyle-conscious consumers.
Lotte Department Store, for instance, is running a dedicated “Art Contents Team” within its design center, led by professional curators. The team recently launched the Lotte Town Myeongdong Art Festa, a large-scale public art event running through May 29.
Stretching from Euljiro 1-ga Station to Lotte Hotel Seoul and Lotte Department Store’s flagship location, the festival features striking installations—including 8-meter-tall balloon sculptures and floating 5-meter figures—created by Australian artist Brolga.
The festival also highlights works by Ju Jae-beom, a celebrated cell artist, who has transformed the department store’s AvenueL building into a gallery space. A Lotte representative emphasized that art enhances in-person retail by providing “immersive, offline-exclusive content,” adding that the company aims to institutionalize the Myeongdong Art Festa as a springtime cultural fixture.
Lotte Town Myeongdong Art Festa (Image provided by Lotte Department Store)
Shinsegae Department Store is also leaning heavily into the art world. It currently operates seven gallery locations, including in Gangnam, Centum City, and Daegu, with a dedicated team of 20 art professionals at its headquarters.
For Family Month this May, Shinsegae’s flagship store is showcasing Myeongdong Salon, a photographic retrospective featuring 1950s and ’60s-era images of central Seoul by pioneering photographers Seong Du-gyeong, Lim Eung-sik, and Han Young-soo—highlighting the architectural and cultural legacy of the store’s historic main building.
The Heritage Museum at Shinsegae Department Store’s main branch is currently hosting the “Myeongdong Salon” exhibition. (Image provided by Shinsegae Department Store)
Hyundai Department Store’s The Hyundai Seoul boasts a state-of-the-art exhibition facility known as ALT.1, equipped with climate-control systems and museum-grade security. Last year, it collaborated with globally renowned gallery Robilant+Voena to host 800 Years of Western Art, the Italian gallery’s first solo exhibition in Korea.
The hospitality sector is also embracing the trend, targeting a growing segment of culturally-minded travelers seeking “art-cations.”
Josun Palace, operated by Josun Hotels & Resorts, offers its Signature Art Tour, a curated experience in which concierge staff guide guests through 10 standout pieces from the hotel’s 400-work contemporary art collection.
Similarly, Lotte Hotels & Resorts rotates its art displays every two to three months, often in collaboration with galleries. Lotte Hotel World is currently featuring four works by emerging artist Kang Min-ju, in partnership with Choi & Choi Gallery.
Walkerhill Hotels & Resorts has launched a new brand campaign titled “Joy with Art,” in collaboration with world-renowned visual artist Jason Atenza, centered on the theme of “the joy and energy that art brings to everyday life.” (Image created by Walkerhill Hotels & Resorts)
Meanwhile, Walkerhill Hotels & Resorts has partnered with renowned visual artist Jason Atenza to launch a brand campaign titled Joy with Art, aimed at highlighting the energy and delight of daily encounters with art. On April 15, the campaign debuted with a rooftop installation at Vista Walkerhill Seoul’s Sky Yard.
A hotel industry official noted, “Luxury hotels are increasingly positioning themselves as cultural hubs rather than just lodging spaces. Especially among five-star properties, offering guests a richer, art-infused experience has become a defining element of brand identity.”
As South Korea’s retail and hospitality giants reimagine their spaces through art, the convergence of commerce and culture is likely to deepen—offering consumers not just a transaction, but an experience.
Lina Jang (linajang@koreabizwire.com)
