SM Entertainment (SMTOWN) recently created a heaven-like space for consumers and entertainment lovers alike. From shopping to hair and make-up, SMTOWN@coexartium allows visitors to enjoy the whole artist experience in the vicinity of the multicultural center.

The SMTOWN@coexartium opened to the public on the afternoon of January 13th. Despite the ahead of schedule opening, famous artists still came and celebrated the grand opening of the multifaceted center. With company president Lee Soo Man and many other celebrities present during the opening, the initiation ceremony was able to incorporate a floor tour, virtual concert, and a hologram musical for visitors to enjoy. The ceremony was led by MC Hong Rok Gi.

SMTOWN@coexartium boasts the title of being a six-story complex equipped with the celebrity merchandise shop "SUM," artist appropriate studios, a multimedia café, and a multi-format theatre. Simply put, the multicultural center offers an unconventional way of collecting and sharing celebrity information through the incorporation of state of the art technology and industry collaborations. Equipped with unique merchandise and holographic media, SM Entertainment once again proves that they are a leader in the rising Hallyu wave.

During the floor by floor tour, one floor was revealed to be a fantasyland for Korean K-pop fans to enjoy. The atrium also comes with a celebrity merchandise shop that sells products either designed or worn by SM Artists and a studio where visitors will be able to record and make their own music video with the help of actual SM employees.   

President Lee Soo Man expressed his gratitude on the center stage of the opening ceremony to the viewing public. During his dialogue, Lee Soo Man stated, "I always wanted what it would feel like to open a theme park. Therefore, I decided to call this project a theme park in the city. Perhaps this project is what the future of our city needs. With our resources and ability to gather celebrity content into one venue, we will surely be able to show people the vision I had been dreaming about."

President Lee Soo Man also expressed, "There was a lot of weight on our shoulders as leaders in providing cultural content to the public. The utilization of IT and CT (Cultural Technology) to produce musical holograms is something we are trying for the first time. Due to our desire to become leaders in our field, we will constantly upgrade our image with the utilization of state of the art cultural content. Although there may be some mistakes in the future, we would appreciate the public's support in the pursuit of our goals."

Some notable figures who attended the ceremony in the spirit of support were President of the Korea International Trade Association Han Duk Soo, Secretary of the Creation of Future Science Yoon Jung Rok, Secretary of the Ministry of Culture, Tourism, and Sports Kim Hee Bum, and the First Deputy Mayor of Seoul Jung Hyo Sung.

Following the speech were a ribbon cutting ceremony, holographic concert, and a holographic musical. Other events that occurred during the opening were the presentation of the virtual reality theatre, touch based internet, and Beacon technology that incorporated ICT in the interactive venue. The IMAX theatre, which incorporated three sides of the venue, displayed a holographic concert that amazed viewers.

Taeyeon's "If," Yuri's "Gee" dance, the animated character Lava, EXO's Sehoon's, and the musical "School of Oz" all appeared through the holographic projectors. Although the holographic projections were not perfect, it could have easily been mistaken for a real person from an unknowing eye. The complete surround sound and light systems added an extra spark to the holograms projected. The musical "School of Oz" demonstrated CGI technology that even a real life musical could not follow.

The SMTOWN@coexartium officially opened on the 14th for fans to enjoy.