Dezeen · Creativity & design

Shinsegae Group Showcases Paul Cox Art at Frieze Seoul

Korean retail giant Shinsegae Group presented 336 artworks by French artist Paul Cox at Frieze Seoul 2026, highlighting the group's strategy to integrate art into retail spaces. The exhibition, titled 'L'Immensité du Quotidien: The Monumental Everyday,' featured Cox's 'Diary' series for the first time.

The exhibition displayed hundreds of Cox's gouache paintings, depicting everyday objects and scenes chronologically. These works, originating from his daily meditative practice, evolved from simple drawings to structured color blocks, forming a cohesive landscape when viewed together.

Shinsegae Group aims to offer a reflective space at art fairs, encouraging contemplation of simple, everyday beauty. This approach serves as a quiet counterpoint to the fast pace of international art events.

This exhibition marks the beginning of Shinsegae Group's five-year partnership as the headline sponsor of Frieze Seoul. The group plans to merge retail and art sectors, support Korea's art market, and foster exchange between Korean and international art communities.

Shinsegae Group, a major South Korean retail conglomerate, believes retail should offer more than transactions. Their chairman, Chung Yong-jin, advocates for integrating art and culture into their diverse portfolio, which spans e-commerce, hospitality, and more.

The company's commitment to 'bringing art into everyday life' dates back to 1963 with the establishment of the Shinsegae Gallery, the first art gallery by a Korean retailer.

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