“I only stopped by for a bit, and an hour flew by”... LG Uplus Corp.’s ‘Teum’ drew visitors in with art

[Financial News] “At first, I thought I’d just have a quick look around and leave, but once I went inside, there was so much to try that I lost track of time.”
After LG Uplus Corp.’s multipurpose cultural space, “U+ Gap Between the Everyday and the Extraordinary” (Teum), was revamped as a cultural arts venue encompassing exhibitions, hands-on experiences and creative activities, visitor dwell time and satisfaction increased. Average time spent, about 30 minutes when the space primarily hosted pop-up events, rose to 1 hour and 11 minutes after the renovation.
LG Uplus Corp. announced on the 5th that, since Teum reopened after renovations last September, visitors’ average dwell time has more than doubled and its Net Promoter Score (NPS) has also increased. Some visitors stayed for up to around four hours, resting or taking part in creative activities at the basement U+ Lounge after viewing the exhibitions.
The NPS measured over the first month after the reopening was 94.95, up by more than 40 points from before the renovation. The company said visitors had commented, “I liked the space so much that I came back with my family” and “I visited on a friend’s recommendation, and it exceeded my expectations.”
The visitor demographic has also broadened. Previously, Generation Z (Gen Z) made up the core audience, but since the renovation, art students, art enthusiasts, families with children and middle-aged and older visitors aged 50 and above have also been coming. On the 17th of last month, which was Culture Day, visitor numbers exceeded 1,000.
The inaugural exhibition, “CIRCLE OF GROWTH: Records in Motion,” on the theme of “humanity” in the age of artificial intelligence (AI), is currently on view at Teum through the 29th. Four artists are participating, including media artist Erick Oh, Nam Min-o, Sang-hee and Kim Do-eun.
LG Uplus Corp. said it believes the space’s design, which leads visitors from viewing to participation, discovery and creation, has helped increase the time they spend there. Through “AI Art Mate,” visitors can hear commentary tailored to their viewing style and experience interactive artworks. By tagging works that interest them, they can also discover their own artistic tastes through “Art Report.” After viewing the exhibitions, they can share their impressions or take part in creative activities at the U+ Lounge.
Going forward, the company plans to expand visitor-participation programs alongside the exhibitions, including artist talks and communities based on shared interests. The U+ Lounge will also host art-experience programs using the iPhone Duo and one-day classes. Next year, the company plans to offer exhibitions, mentoring and opportunities to sell works through “T.A.G.,” a program to nurture emerging creators.
The way the space is being run also aligns with the direction set out by Hong Beom-sik, CEO of LG Uplus Corp. Hong previously wrote on LinkedIn, “As AI takes up a greater share of everyday life, it makes us ask again what makes us human,” and “Through Teum, we are exploring another kind of connection that brings people closer to art, new ideas and one another.”
Kim Darim, who is in charge of marketing communications at LG Uplus Corp., said, “Since the renovation, visitors have gone beyond simply looking around and leaving; they are experiencing art in new ways and discovering their own artistic tastes. We will continue to develop the space into a place where creators and visitors alike can discover new possibilities through connections between AI technology, art and people.”
[email protected] Yoon Hong-jip Reporter