Shinsegae Duty Free has partnered with the National Museum of Korea to present two unique art installations highlighting Korea’s cultural heritage at its Myeongdong store in Seoul.
The event, which began on the 10th floor Iconic Zone of the duty-free store, featured “Moving Letters: Joseon Movable Type,” an immersive experience that celebrates the legacy of 820,000 Korean typefaces. The installation is accompanied by a musical score composed by Lee Byung-Woo.
In the second part of the event, the Shinsegae Square hosted a screening of “As Peonies Bloom,” a work inspired by traditional two-panel folding screens that depict peonies. The event was attended by notable figures including Shinsegae Duty Free CEO Yoo Shin-Yeol, National Museum of Korea Director Kim Jae-Hong, and composer Lee Byung-Woo.
In addition to the installations, Shinsegae also organized discussions focusing on the global influence and significance of K-Culture. To extend the reach of these cultural experiences, both art installations will be showcased at Incheon International Airport Terminal 1. Looking ahead, Shinsegae and the National Museum of Korea plan to collaborate on more events that bridge the gap between tradition and modernity, aiming to bring the depth and beauty of Korean heritage to both local and international audiences.
A spokesperson for Shinsegae noted, “Our goal is to go beyond shopping and offer our visitors—whether individuals or business groups—meaningful cultural experiences. We will continue to develop tourism content that seamlessly integrates art, heritage, and retail.”
