I planned an entire afternoon around visiting SMTOWN Artium in COEX, only to arrive and find a completely empty retail floor with no trace of the building I'd seen in old blog photos. A quick search later told me it had closed years earlier, and that fans now head somewhere entirely different across the city. Here's where that is and what you'll actually find there.
Why the Old Artium Is Gone for Good
SMTOWN COEX Artium operated inside COEX Mall's upper floors from 2015 to 2020, offering a hologram theater, artist training-room experiences, and an official merchandise store all in one place. It was, for years, arguably the single most-visited K-pop fan destination in Seoul, drawing fans from around the world who wanted a tangible connection to their favorite artists beyond concerts and music videos. The lease on that space expired in 2020, and SM Entertainment shut the entire operation down rather than renew it, later stating they'd return "in a new location in the near future."
That promised return never materialized at COEX itself, and years later, the upper floors where the Artium once stood now house unrelated retail space with no signage or trace of its K-pop history. Instead, SM Entertainment consolidated its public-facing presence around its actual corporate headquarters in Seongsu-dong, which opened in 2021 and now functions as the unofficial pilgrimage site for fans visiting Seoul. This matters for trip planning because a surprising number of English-language travel blogs and even some travel apps still list the old COEX Artium as an active attraction, which can easily derail a tightly scheduled day if you don't catch it in advance.
Alternative Fan Destinations Compared
Seoul's K-pop fan infrastructure today is more spread out than it was when the Artium was a single all-in-one stop, but that also means there's more to see if you're willing to cover a bit more ground. Beyond the SM Entertainment HQ, the Starfield Library inside COEX Mall itself remains a worthwhile stop near the old Artium site, offering a striking photo backdrop even though it has no direct K-pop connection. Multi-label merchandise shops scattered through Myeongdong and Gangnam carry goods from a wider range of agencies rather than just SM, which can actually work better if you follow multiple groups.
Fans deeply invested in a particular idol's birthday season should also look into saengil cafes, temporary pop-up cafes that fans rent out to celebrate a specific member's birthday with free coffee, custom cup sleeves, and photo installations. These appear and disappear quickly, usually announced only a few days in advance on X (formerly Twitter) or fan cafes, so they reward flexible travelers more than rigid itineraries.
| Location | What's There | Cost |
|---|---|---|
| SM Entertainment HQ (Seongsu) | Lobby, cafe, B1 merch store | Free entry |
| Starfield Library (COEX) | Photo spot, near old Artium site | Free entry |
| Myeongdong / Gangnam K-pop shops | Multi-label merchandise | Free entry, pay per item |
What's Actually Inside the SM HQ Building
The building, nicknamed "Kwangya" by fans, houses SM's actual offices along with a public lobby featuring large video screens that play artist content, a popular photo spot for visitors. The basement level (B1) contains a merchandise store selling items like lightsticks, albums, and photocards, plus a small cafe area where fans often linger between purchases. Unlike the old Artium, there's no hologram theater, training-room tour, or ticketed exhibition, so this is a shorter, more low-key visit by comparison, and it's worth adjusting your expectations accordingly before you go. Fans occasionally gather outside hoping to catch a glimpse of artists arriving or leaving, though this isn't guaranteed and shouldn't be the main reason for a visit.
Step-by-Step Visit Plan
Step 1: Take the Suin-Bundang Line to Seoul Forest Station and exit through Exit 4 or 5, which puts the building roughly a 1-minute walk away. Step 2: Photograph the lobby screens from outside or just inside the entrance, since this is the main visual draw for most visitors. Step 3: Head down to B1 to browse the merchandise store for lightsticks, albums, and photocards. Step 4: If time allows, walk over to nearby Seoul Forest Park or the Seongsu cafe district, both within a few minutes' walk, to extend the trip into a full afternoon.
Final Tips and FAQ
Q. Is SMTOWN COEX Artium reopening anywhere?
SM Entertainment has not announced a reopening at COEX or any confirmed direct replacement as of this writing; the Seongsu HQ is the closest current equivalent.
Q. Do I need to book anything in advance to visit SM HQ?
No, the lobby and B1 merchandise store are open to walk-in visitors without reservations, unlike the old Artium's ticketed sections.
Knowing the old Artium is gone before you plan your trip saves an entire wasted afternoon at COEX. Pair this stop with nearby Seoul Forest Park for a fuller day out in Seongsu. If you're building a full K-pop-focused day out of Seoul, pairing this stop with Myeongdong's flagship merchandise stores or a Gangnam multi-label shop rounds out the experience nicely.
This content is for informational purposes only. Building access, hours, and store inventory may change without notice.
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