In the Era of Retail 'Big Blur'... Hyundai Department Store Transforms into a Gallery for Spring

'Awaken the Season' Exhibition of Various Artistic Sculptures

Hyundai Department Store is transforming into a gallery to welcome the full-fledged spring season. The department store aims to provide customers with a new experience by filling its space with 'arttainment' content full of attractions.

Hyundai Department Store announced on the 21st that it will hold various art sculptures and exhibitions related to 'spring' and 'beginning' under the theme 'Awaken the Season' at 16 stores nationwide, including the Apgujeong Main Store, until the 30th of next month.

The exhibition hall view of 'Drawing Garden' at The Hyundai Seoul.

First, on the 5th floor of The Hyundai Seoul, Epic Seoul will showcase the 'Drawing Garden' exhibition by the art platform Hype& until the 7th of next month. The event features original illustrations by famous emerging artists 'Noma' and 'Drawing Mary,' and goods made using the artworks, such as stickers and grip-toks, will also be sold. Additionally, on the 23rd and 30th at 5 p.m., a 'Live Drawing' event will be held where visitors can watch the artists' creative process in real time.

At the Pangyo Store, the large-scale sculpture art piece 'Garden of Dreams' by artist Can Caller will be installed on the 3rd and 4th floors until May 19th. The sculpture is designed to represent flowers in various colors and was specially created for the Pangyo Store. At the Trade Center Store, from the 19th to the 28th of next month, the '2024 DIAF Preview' exhibition will be held, offering a special preview of over 100 trendy major original artworks from Korea and abroad that will be showcased at Korea's top three art fairs, DIAF. Additionally, at the Mia Store, the solo exhibition 'Spring Blossom' by artist So Yoon-ah will be on display at Gallery H until the 30th, and at the Jungdong Store, the exhibitions 'Hwayangyeonhwa' by artist Ko Eun-joo and 'Secret Garden' by artist Lee Hoon-sang will be presented until the 14th of next month.

Hyundai Department Store is expanding its arttainment content because the boundaries between various fields such as fashion and art have recently become blurred, leading to an increase in young customers who enjoy art. The company aims to provide these customers with a richer experience and create spaces where they can experience diverse cultural arts in their daily lives.

A Hyundai Department Store official said, "To welcome the upcoming spring, we have prepared various distinctive art contents at each store to delight our customers' eyes and hearts," adding, "We plan to continue offering diverse arttainment content so that customers visiting Hyundai Department Store can enjoy cultural and artistic content joyfully and comfortably."