In the middle of Gangnam, visitors encounter large-scale artworks. They hear customised explanations that incorporate AI, and after viewing they receive a report in their hand analysing the works they saw and their tastes. They can take a break at a cafe or make short-form videos themselves.

That is the story of LG Uplus' Seoul Gangnam Station cultural complex "U+ Il-sang Bi-il-sang-ui Teum", revamped for the first time in 6 years. LG Uplus has transformed the space into an art platform combining art, technology and customer participation. It is not simply a gallery that hangs works, but a concept to create a structure in which customers identify their tastes and turn interest back toward creators.

The space visited on Tuesday looked closer to a giant installation gallery. On the first floor, a large installation artwork made from 439 used mobile phones donated by LG Uplus employees is the first thing that catches the eye. It reconstructs communications devices that have reached the end of their use into a single artwork, presenting the new space's direction of "a connection between technology and art."

The concept LG Uplus has put forward for this renewal is "Art Garage". It carries the meaning that, just as ideas that start in a small garage create new industries and cultures, emerging artists not yet widely known to the public will be able to experiment with their works and grow with visitors.

Kim Da-rim (김다림), head of marketing communications at LG Uplus, said at a press briefing that the need for spaces where young artists can stand and the needs of young customers seeking culture and arts are both growing. She explained that the company chose the Art Garage concept from the idea that art in South Korea can also start in a small garage and grow.

From pop-ups to art: Gangnam flagship evolves after 1.9 million visits

Il-sang Bi-il-sang-ui Teum first opened in 2020. Over the past 6 years, it collaborated with 85 brands and cumulative visitors reached 1.9 million. More than 70 percent of visitors were customers of telecom operators other than LG Uplus.

But consumer trends continued to change. LG Uplus said its review of online social data showed growing interest in cultural and arts spaces such as museums and galleries. In particular, a trend was clear among young people to accept art as content they "experience directly." This also aligns with LG Uplus' recent emphasis on "Simply. U+." Rather than boasting complex technology, it simplifies customer choice and experience to provide easier points of contact with art.

Jang Jun-young (장준영), head of the marketing group at LG Uplus, said that the more it is the AI era, the more important human qualities and human experiences become. He said encountering work in a physical space and adding depth to its story is a different experience from accessing information about works digitally.

That is also why it chose to stay at Gangnam Station. For cultural and arts spaces, Seochon, Bukchon or Seongsu-dong may come to mind first. LG Uplus instead put emphasis on the experience of encountering art in the middle of the most crowded commercial district.

An art walk starting on the sixth floor, from used phones to VR

The viewing route differs somewhat from a typical gallery. After preparing at the second-floor reception, visitors go up to the sixth floor to begin viewing in earnest. If they enter their art-viewing habits at a kiosk on the second floor, they receive an "AI Artmate" card printed with a QR code. Scanning the QR code with a smartphone provides AI explanations for each exhibit. If they also scan the code at a scanner in front of each work, AI provides a report analysing their tastes based on the works they viewed after they finish the entire exhibition.

The first exhibition after reopening is titled "CIRCLE OF GROWTH." Four artists are participating: Eric Oh, who works on the international stage, as well as Nam Min-oh, Sanghee and Kim Do-eun. The exhibition presents media art and interactive works that use generative images, data, virtual reality and game technology, including Eric Oh's signature work "OPERA."

Eric Oh said that Uplus has worked as a telecom operator connecting people with people, and that he too has been thinking about the process of life continuing to cycle and move forward. He said he hopes many who visit the space will gain comfort through the works.

The first floor offers lighter experiences. It includes an "Artist Studio" that shows an emerging artist's work process as an AI persona, and "Into the Stars," which responds to visitors' movements. The "Shorts Runway," created in collaboration with YouTube, is the first floor's highlight. A high-angle camera, a moving-rail camera and a glambot film video, and a YouTube Shorts clip is quickly produced through AI editing. The short can also be downloaded directly to a smartphone.

LG Uplus plans to keep changing the space concept depending on the characteristics of artists and works. Kim said the company believes that to help emerging artists grow, it needs a flexible structure that can match a specific exhibition tone and manner. She explained that it configured the space so exhibitions can be adjusted depending on the work and the artist.

LG Uplus also diversified its operating goals for the space. Jang said it is important to increase the appeal of the space itself so customers come on their own. He said the company plans to keep looking at indicators such as satisfaction, immersion and willingness to recommend, rather than simply the number of visitors.

Supporting emerging artists is also one pillar of that operating direction. LG Uplus will hold an audition programme for nurturing emerging creators, "T.A.G (Teum Artist Group)," in the first quarter of next year. It will select artists through portfolios and exhibition missions and provide Teum exhibitions, expert mentoring, sales of works and goods, and opportunities for collaboration with companies and institutions.

LG Uplus aims to create a structure in which customer interest and responses shown at exhibitions are delivered to artists, lead to purchases of works and goods at an art shop and art market, and then connect back to new creation.

Jang said telecom operators are fundamentally connectivity businesses. He said the company aims to develop Teum into a space that goes beyond connecting people with people to connect art and people, and to allow creativity to grow in the process.