COEX Artium (코엑스아티움)

COEX Artium in Seoul's Gangnam district is the SM Entertainment-operated K-pop themed cultural complex inside the broader COEX area, designed as a multi-floor experience space dedicated to SM Entertainment's roster of K-pop groups. The complex combines themed exhibition floors with original costumes and music-video set reproductions, holographic concert experience rooms, a substantial K-pop merchandise retail strip, and a recording-experience studio where visitors can produce their own SM-style track. The hologram concert system is the headline experience — purpose-built rooms project life-size holographic performances by major SM artists. Most experiences are reservation-based. The location inside COEX makes the visit easy to combine with the Aquarium, Starfield Library, and Ktown4u flagship store. About 2 hours.