SM Entertainment has announced the opening of its latest experiment, multicultural complex SMTOWN@coexartium.

The pre-opening of the cultural space was held on December 20 at 3 p.m. at the Coex Artium. The event was attended by a number of prestigious guests, such as SM’s producer Lee Soo Man, Coex’s president Byun Bo Kyung, and 13 representatives of trade center MICE Cluster.

Present at the opening ceremony were also SM’s leading idol stars and actors EXO, Girls’ Generation, Kang Ta, SHINee, f(x), Red Velvet, Kim Min Jong, Go Ara, Lee Jae Ryong, Yoon Da Hoon, Jung So Min, and Kim Ian.

Visitors will be able to immerse themselves in the world of SM Entertainment when visiting the multicultural complex. The main attraction is said to be the learning space SMTOWN Studio, which provides visitors with a reality-like experience of meeting SM artists. Additional entertainment will be provided through a hologram show and a live stream show. The space also features a large Panavision screen. Finally, fans will get to do some shopping at celebrity merchandise shop SUM and merchandise cafe SMTOWN Library.

The advanced technology utilized in creating the space was also seen in the ribbon-cutting ceremony of the pre-opening, when virtual holograms of Girls’ Generation’s Hyoyeon, SHINee’s Minho, EXO’s Kai, and Red Velvet’s Seulgi appeared on the stage instead of the idols themselves.

The grand opening of SMTOWN@coexartium will be held January 13.