Shinsegae Department Store said it will reopen its main store academy after a renewal on the 9th floor of the MESA building on the 27th. The renewal reinterprets the main store's historicity and cultural asset with a modern sensibility, transforming it into a complex cultural space that encompasses education, experiences, and lifestyle.
The new academy spans about 300 pyeong, expanding the space by 50% from before to dedicate an entire floor to lecture spaces. In particular, it increased the proportion of "K-culture" courses themed on Korean tradition and culture by 30% from before, with the goal of establishing itself as a cultural hub that combines history, art, education, and shopping.
The academy consists of a "Studio" for general customers and a VIP-only space, "Shinsegae Salon." The Studio comprises nine classrooms—Performance, Art and Music, Cooking and Manners, Atelier, Wellness, and more—and is centered on experiential content such as media art practice, cooking, tea ceremony, and yoga.
The industry's first VIP-only "Shinsegae Salon" is a premium cultural space for Red-tier customers (500 million won or more annually). The Salon Hall hosts lectures and performances by invited luminaries, while the bar-style open studio "Salon Table" offers wine tastings and interactive programs. In addition, "Salon Private" is designed as a music studio for one-on-one private lessons such as drums and vocals.
About 400 courses will be offered in the upcoming winter term. Representative K-culture programs targeting foreigners and tourists include: ▲ "Royal Heritage Tea Ceremony," which features the tea culture of the Joseon royal court (Nov. 4) ▲ "Modern Minhwa: Hojakdo," a reinterpretation of Korean aesthetics (Oct. 28–Nov. 4) ▲ "K-Cooking: Court-style premium Korean beef, known as hanwoo tteokgalbi" (Nov. 13).
Courses for office workers include ▲ Working Woman Lunchtime Yoga (Dec. 2–30) ▲ Pianist Shin Chang-yong's "Empathy Performance" (Nov. 1) ▲ Canva AI utilization (Nov. 21–28), focusing on practical skills and healing.
Wellness courses for learners 60 and older include ▲ Detox Dinner Box & Basic Yoga (Oct. 28) ▲ Senior Stretching Ballet (Dec. 3–Feb. 4).
Registration for the winter term began on Sept. 23. For the chainwide winter term programs, existing members can apply on Oct. 29, and new members from the 30th. Lectures will run through Feb. 28 next year.