Shinsegae Group to Open Dedicated Lounge at Frieze Seoul, Unveils 336 Works by Paul Cox for the First Time

[Financial News] Shinsegae Group will unveil a dedicated space that combines retail and art at the global art fair Frieze Seoul 2026.
According to Shinsegae Group on the 26th, it will operate the 'Shinsegae Lounge' at Frieze Seoul, which will be held at COEX in Seoul from the 2nd to the 5th of next month. This is the first space the group is presenting through its partnership as a headline partner of Frieze Seoul for the next five years, starting this year.
The Shinsegae Lounge will host a special exhibition by French artist Paul Cox, titled 'L'Immensité du Quotidien: The Monumental Everyday.' Based in Paris and Burgundy, Cox has worked across a wide range of fields, including painting, ballet and opera stage and costume design, and theater posters.
The exhibition will present 336 works from Cox's 'Diary' series, which he has been documenting for years, all together for the first time in the world. The works capture observations of landscapes, time, light, and color on paper of the same size. A large image of one of his signature pieces, 'Diary 16 05 26,' will be displayed on the exterior of the lounge.
Shinsegae Group has expanded cultural and artistic content across its major businesses, including department stores, Starfield, and hotels. Its initiatives include Shinsegae Gallery, which opened in 1963; the outdoor sculpture park Trinity Garden at Shinsegae Department Store's main branch; Starfield Library; the Open Art Contest for emerging artists; and the Art Tour run by Josun Hotels & Resorts.
A Shinsegae Group official said, "Shinsegae has consistently pursued a lifestyle platform that adds artistic richness to retail spaces where customers stay and shop." The official added, "We hope visitors to Frieze Seoul will take a moment at the Shinsegae Lounge to see familiar everyday life from a fresh perspective and experience the beauty within it."
[email protected] Lee Jeong-hwa Reporter