[Report] Inside SKT's Cultural Space 'T Factory' in Seongsu... From Idol Experiences to AI Photos

T Factory Seongsu Opens on September 5 as an Experiential Cultural Space
Relocates from Hongdae to Seongsu-dong
Three Floors Covering 2,150 Square Meters, Focused on Interactive Content
From Pop-up Stores to Concerts and Talk Shows
First Main Exhibition: 'T Entertainment' with an Idol Trainee Experience

SK Telecom's experiential flagship store, 'T Factory,' is relocating to Seongsu and will officially open on September 5. The store focuses on participatory and interactive content, and features SK Telecom's proprietary large language model (LLM), 'A.Dot X (A.X),' which is seamlessly integrated throughout the space, allowing visitors to naturally experience artificial intelligence (AI).

T Factory is a multi-cultural space created by SK Telecom to strengthen its connection with Generation Z (those born from the mid-1990s to the early 2010s). This time, it has settled in Seongsu-dong, a neighborhood known for its large population of young people and sensitivity to the latest trends. The T Factory, which had operated in Hongdae for over four years, closed in February and has now relocated to Seongsu after about six months.

The exterior of SK Telecom's experiential flagship store 'T Factory Seongsu'. Provided by SK Telecom

T Factory Seongsu occupies a three-story building (two above ground, one below) covering 2,150 square meters, making it approximately 2.6 times larger than the previous Hongdae location. Another notable feature is that SK Telecom’s logo, signature colors, and brand name are not easily visible on the exterior. The company’s history and major services are displayed only in a separate area outside the building.

T Factory Seongsu puts an emphasis on participatory and experiential content. Visitors can enjoy 11 types of interactive experiences, including participatory exhibitions, AI interactive art, cultural events such as concerts and talk shows, and pop-up stores from popular brands. Although the space is provided by a telecommunications company, it does not offer mobile phone purchase consultations or activation services. In the Hongdae location, there was a small consultation area where activations could be processed, but in Seongsu, the focus has shifted to exhibitions and experiences instead of activations or consultations. SK Telecom explained that this approach is intended to better communicate with Generation Z.

Large media wall at the entrance of T Factory Seongsu. Photo by Lee Myunghwan

After entering and scanning a QR code for admission, a large media wall displays a welcome message with each visitor’s name. These messages are generated using SK Telecom’s proprietary large language model (LLM), 'A.Dot X (A.X).'

The main exhibition space is located on the first floor. The first main exhibition concept at T Factory Seongsu is 'T Entertainment (T Ent.),' which is themed around entertainment companies. The experience is designed so that every visitor becomes the main character, going through training and debuting as an idol. Visitors can try out various activities such as vocal training, acting, quizzes, dancing, and camera searching, just like real idol trainees.

Main exhibition space on the first floor of T Factory Seongsu. Photo by Lee Myunghwan

On the second floor, visitors can experience 'AI Fortune Photo,' which uses facial analysis and A.Dot X’s LLM technology. In a space where the color changes according to the visitor’s facial expression, guests can take a four-cut photo with their fortune for the day, generated by AI. At the 'Hands-Free Tarot' pop-up, free tarot readings are available; after the session, the conversation is recorded and summarized using the summary function of A.Dot Note.

In the basement, concerts and talk shows are held every month. When there are no events, visitors can try the 'AI Touch Light' experience, where AI reads the shape of their palm and displays it as a constellation on the media wall. Kim Sangbeom, Head of Distribution at SK Telecom, said, "T Factory Seongsu will be more than just an exhibition space; it will serve as a platform for creating new experiences together with Generation Z. We will continue to provide differentiated experiences that reflect the lifestyle of Generation Z."

Lounge on the 2nd floor of T Factory Seongsu. Provided by SK Telecom