What: Department stores are using art from international names in order to generate traffic

Why it is important:  While this practice is not new and can be traced back from the beginning of retail, there is a sharp acceleration from both brands (Dior in Venice, Saint Laurent in Miami, for instance) and retailers around to globe to use art as a traffic driver.

Major South Korean department stores like Shinsegae, Lotte, and Hyundai have been incorporating art into their customers' shopping experiences since 2020.

The trend emerged as more people took interest in art during the Covid-19 pandemic for home decoration and investment purposes, particularly among the MZ Generation.

Although some criticize this practice for lacking coherent themes and reducing art to everyday products, proponents argue that it offers greater public access to art and enhances brand image.

Department stores are also collaborating with existing galleries and participating in art fairs, aiming to improve themed exhibitions and work closely with the art community.

Korean department stores showcase high-end art to attract attention