Seoul’s iconic Shinsegae Department Store has reimagined its Shinsegae Square in Myeongdong as a cutting-edge K-culture destination, partnering with global superstar G-Dragon for a mesmerizing digital clock display that’s drawing crowds day and night.
The retail giant unveiled a high-tech short film on June 17, adapted from G-Dragon’s “Too Bad” music video off his latest album Übermensch.
Projected on the building’s massive outdoor screen before every hour, the footage features the K-pop legend’s signature daisy motif before stunning viewers with anamorphic 3D effects that make the artist appear to leap from the screen.
Since its debut, the installation has become a viral attraction, with fans and tourists flocking to capture the illusion for social media.
Shinsegae Square has emerged as Seoul’s premier digital canvas since its launch, blending K-pop, heritage, and technology.
Past displays have included immersive reinterpretations of Korean cultural artifacts, spring-themed art collaborations with pianist Yunchan Lim, and exclusive music video premieres for acts like ILLIT and TXT—complete with pop-up shops and photo zones that turn the plaza into a pilgrimage site for global K-pop enthusiasts.
The venue’s K-Heritage Gallery, developed with Korea’s Cultural Heritage Administration, pushes boundaries further by digitally restoring damaged national treasures.
Following last year’s Bronze Dragon exhibition for the Year of the Blue Dragon, the current showcase King Sunjong’s Royal Procession: A Journey Through Jung-gu takes viewers on a time-hopping tour from 1900s Seoul to the modern skyline—with Shinsegae’s flagship as the grand finale. A third heritage project is slated for late 2024.
“Shinsegae Square transcends traditional retail space—it’s where Korean artistry meets global audiences,” said Lee Sung-hwan, Shinsegae’s executive VP. The initiative recently earned recognition from the Korean government for its cultural contributions.
For G-Dragon, the collaboration marks another milestone in his influence beyond music. The BIGBANG founder, equally revered in fashion and art circles, now literally looms over one of Seoul’s busiest districts—a fitting metaphor for K-culture’s expanding global footprint.
With plans to refresh content quarterly, Shinsegae aims to cement its plaza as a must-visit nexus for the Hallyu wave.
Pro tip: Nighttime visits offer the best views of the 3D effects, particularly after sunset when the screen’s luminosity peaks. Nearby Myeongdong street food stalls make ideal vantage points for the hourly shows.
