Shinsegae Duty Free Expands VIP Benefits Beyond Shopping with Private Class in Collaboration with Seobo Art and Culture Foundation

[Financial News] Shinsegae Duty Free is expanding its VIP benefits beyond shopping by offering top-tier members a cultural arts program that allows them to experience Korean contemporary artworks firsthand.
According to industry sources on the 4th, Shinsegae Duty Free invited eight S-VIP customers to the Seobo Art and Culture Foundation in Mapo District, Seoul, on the 3rd for a private art class titled “Ecriture: Experiencing Art Objects to Wear.”
The program featured an appreciation of Park Seo-bo’s signature Ecriture series, followed by a jewelry-making session inspired by the artworks. Park Jung-won, a curator at the Seobo Art and Culture Foundation, explained Park’s artistic world and the Ecriture series, also introducing unfinished works that are rarely shown to the public.
Sera Park, designer of the art jewelry brand HAZINA, then introduced the “PARK SEOBO X HAZINA” collaboration edition and led a brooch-making class inspired by Ecriture. Participants used gemstone powder and dyes to recreate colors drawn from the artworks, completing their own jewelry objects.
Shinsegae Duty Free and the Seobo Art and Culture Foundation previously unveiled an art space at Terminal 1 of Incheon International Airport, combining Shinsegae Duty Free’s original character Paul+bani with Park Seo-bo’s artworks. This time, the partnership has expanded to an experiential program for S-VIP customers.
A Shinsegae Duty Free official said, “This class was designed to go beyond appreciating Park Seo-bo’s artistic world by allowing customers to create objects inspired by his works and keep them in their daily lives.” The official added, “We will continue to offer Shinsegae Duty Free’s own special VIP experiences that reflect customers’ tastes through collaborations with leading Korean cultural institutions and artists.”
[email protected] Hyunji Kim Reporter