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Digital art show celebrates K-pop

July 23, 2012 - 20:10 By Korea Herald
S.M. Entertainment to hold an IT exhibition on K-pop singers in collaboration with global firms

S.M. Entertainment, one of the country’s three major entertainment agencies, is hosting the world’s first interactive entertainment exhibition in Seoul next month in collaboration with global firms. The S.M. Art Exhibition will present various types of entertainment content visualized through state-of-the-art IT technology.

Don’t let the title mislead. Despite being called an “art exhibition,” the event is more of a high-tech show rather than an exhibition.

The list of programs and shows includes “Fantasy Tree” ― a 13-meter-high circular installation consisting of 55 Samsung LED screens ― that shows super-sized S.M. Town artists performing in virtual space, “S.M. Motion” that offers the visitors a chance to experience the 360 degree camera technique that was used in the Hollywood movie “Matrix,” and a media show with Hyundai Motors using projection mapping technology. Among the jumbled up offering of IT and entertainment is SHINee’s live performance shown in a 3-D panorama theater. Visitors will also have a chance to make video calls and meet stars, sneak into artists’ secretive daily lives and view props used in concerts.
An artist’s drawing of “Fantasy Tree,” a 13-meter-high circular screen to be on display at the upcoming S.M. Art Exhibition at COEX. (S.M. Entertainment)
SHINee members pose for photo with figure artist Michael Lau (third from right). (S.M. Entertainment)

The only event that sounds like art is its collaboration with figure artist Michael Lau.

“The internationally acclaimed artist used TVXQ and SHINee as motives to his art work and added wit and humor to his creations,” S.M. Entertainment said.

The S.M. Art Exhibition is one of the latest events organized by entertainment agencies experimenting with new business method ― selling their content to big firms or collaborating with them.

YG Entertainment, led by former Seo Taiji member Yang Hyun-seok, is operating global collaboration with Hyundai Card on the branding of artists’ albums and Cheil Industries in the fashion business while JYP, led by singer Park Jin-young, has worked with Samsung Electronics. JYP has been offering its music content to Samsung’s digital devices.

S.M. Entertainment, on the other hand, seems to have taken the lead in its collaborations with big firms. It has become literally an all-in-one enterprise that develops entertainment content, makes it sellable and launches it in the market to finally reach “die-hard” fans or customers, not necessarily with help from big global firms.

As a sideline event, S.M. is holding “S.M. Town Live World Tour III” in Seoul on Aug. 18, a day before the exhibition ends.

“This time, all of our singers, including Kangta, BoA, TVXQ, Super Junior, Girls’ Generation, SHINee, f(x) and EXO, will present a varied show,” the agency said in a statement. The S.M. Entertainment artists performed in the United States in May and Taiwan last month, drawing attention from the local media. Before the Seoul show, they are scheduled to perform in Tokyo on Aug. 4-5.

S.M.Art Exhibition takes place at COEX, Samseong-dong in Seoul from Aug. 10 to 19. Tickets are 25,000 won and 85,000 won. For ticket purchase, visit or call 1566-1369.

By Cho Chung-un (