Update 2020: This attraction is now permanently closed
Fans of SM group would’ve probably heard of the popular real life official shrines of SMTOWN, located in the centre of KPOP, the city of Seoul.
There is a total of 5 SMTOWN shops all over Seoul;
- SMTOWN COEX Artium , Gangnam (Closed)
- Dongdaemun Design Plaza (DDP), Dongdaemun: see here for details
Lotte Young Plaza, Myeongdong(Closed)- SM Communication Centre, Cheongdam: see here for details
- Gimpo Airport (after Security)
This post will first and foremost covers the most popular and biggest SMTOWN, the COEXARTIUM.
SMTOWN @ COEXARTIUM
This is currently the biggest SMTOWN for public access, with 5 floors of your k-pop fantasy;
Access:
Train – Samseong Station (Line 2 – exit 5 and 6)
Bus – Trade Center bus station (143, 2413, 4419, 9407, 9414, 9507, 9607, Gangnam 08)
Opening Hours: Daily 11am – 10pm | SMTOWN Museum only: 11.30am – 9.30pm (Last entry 9.00pm)
1st Floor – Welcome Zone
This will be the view you will be first greeted with if you opted for a bus ride.
Basically, the 1st floor is a photo-op zone where the name SMTOWN will be virtually everywhere. The big and smaller screen will continuously plays on loop a video of SM products, advertisement or MV of it’s artist. When I visited, the big screen was showing on loop SHINee’s Good Evening, while the small screen was showing EXO-CBX’s Blooming Days*swoons*
Also located on the first floor is the popular location in which fans would wait for SM artist when they visit for events usually held in the SM Theatre on the 5th floor. Events such as official birthday party, movie premiered and movie press conference may be held there so keep your eyes out on the schedule if you are around. As an example, this was EXO’s D.O on November 2018 waving to fans outside SMTOWN after Swing Kid’s press conference (video not mine)
When I visited in November 2017, EXO’s Chanyeol had a birthday party which coincides with my Seoul trip. Unfortunately, I couldn’t get tickets to the event or Elyxion Seoul. So, I waited outside SMTOWN to get a glimpse of him. Where to wait will be pretty obvious, just go where the people are. You can either wait opposite the lift, or on the rightside of the lift.
Don’t bother with anywhere else because they will kick you away once the artist starts arriving. Near to the arrival they’ll start setting up a tape around the driving area.
Fansupport givenout during the wait 
The lift will be located on the rightside of the COEXARTIUM entrance here 
This is where the artist will enter. Don’t wait right in front here, the waiting area will be around the first column surrounding the lift
2nd floor – SMTOWN GIFTSHOP
After you have taken the fancy escalator accompanied by constant videos of your favourite k-pop stars, you will arrive at the giftshop.
You will be able to spend hours here even if you don’t buy anything at all. Merchandises ranges from concert goodies, album merchandises and also SMTOWN Giftshop exclusive items.
You can follow the official instagram for new merchandise releases or limited time events (usually for star birthdays, comebacks or concerts).
3rd floor – SMTOWN Museum
This is a fairly new attraction introduced at the once not accesible SMTOWN studio located in this floor. As the name suggest, it is a shrine of some sort with displays ranging from pictures, pictures and more pictures. I have seen pictures of small recreation of MV sets. You will have to pay to enter the Museum, but the Museum shop is accesible for free.
Ticket price: 18,000KRW (as at Sept 2019) for counter purchase
Combined ticket with SMTOWN Theatre: 28,000KRW (until 31st December 2019 only, counter purchase only)
*Disclaimer: Have never use this combined ticket so I am unsure whether there is any limitation on what type of shows. The advertisement said only actual live performances are excluded which I assume, all other Holograms or Concert showing is allowed. Theatre and museum have to be entered on the same day.
Online purchase: via KLOOK and can be purchased on the day itself for exchange at counter. Can be purchased in your own currency via credit card and is usually cheaper than direct conversion from KRW.
If you are a first time user of KLOOK you can get some further discount by using a referral code. You can use my referral code OW2ZX or any of your friends!
Be careful of purchasing only as this is a timed ticket, so purchase only if you are sure you can make it.
FREE ENTRANCE for holders of Discover Seoul Pass. Read here for more details on the pass
Visited this on my July 2019 trip and it was amazing. Check this out for my SMTOWN Museum experience!
4th floor – SMTOWN Cafe & Market
This is my absolute favourite place in the whole Seoul, and why is that? There’s probably no other place you can have coffee with a view of EXO videos being played in the background. And also access to their photobooks in the many shelves surrounding the cafe.
I don’t think there is a need for explanation here aside from pictures. There’s English menu here and the staff can speak enough English to take and respond to your requests. The cafe sells drinks, desserts and also some merchandises such as bottles, coasters and tea.
20% discount on certain menu items if you have “Korea Tour Card“
Keep your eyes out for limited time cafe events which usually coincides with concerts, comebacks and anniversaries. Updates will be posted on the official instagram.
5th floor – SMTOWN Theatre
The main attraction here is of course the SMTOWN Theatre. Usually four types of shows will be shown with the full details here
- Hologram Musical – School of OZ (starring TVXQ Max, Fx Luna, RV Seulgi, EXO Suho & Xiumin, SHINee Key). Two types of showing duration is offered Special Edition (110minutes – 44,000KRW) and Gala (38minutes – 22,000KRW)
- Concert Surround Viewing – Surround viewing of previous live concerts in Seoul for all artists. Duration usually is 135minutes for 19,000KRW. These footage are includes those that are not released on DVD. For example, for EXO Planet #4 the concert DVD features ElyXiOn in Seoul and encore concert ElyXion Dot only as an audio album. However, SMTOWN THEATRE offers both ElyXiOn and Dot as a surround viewing.
- Hologram concert – as at Nov 2018 only for TVXQ ‘T1ST0RY &…!’ + α, duration of 35 minutes for 33,000KRW
- Special screening – Photobook behind the scene short movies (ie EXO Film 1st PRESENT). Seasonal and usually runs for around a year after photobook release. Duration 50 minutes for 8,000KRW
I had the chance to watch EXO Planet #3 – Exordium DOT in Seoul in Surround Viewing, and all I can say it is just AMAZING and totally worth it. 3 screens that sometimes have close up on different members, or just a whole panaromic view of the stage. It’s not the same feeling that you get from watching the DVD at home on your TV, it does feel like you are present at the concert.
TIP: Don’t take a seat too far at front or too far at the back. Too far to the front, you’ll miss the screen on the side. While too far at the back, you won’t feel surrounded since the screen stops before it reaches the back of the theatre.
If I remember correctly, I was already nearing the tail end of the screen by row M.
Where to buy tickets and see the show schedule?
Current schedule can be viewed and tickets can be purchased online or at the Box Office counter on the 5th floor. The cash purchase at counter can only be purchased on the day around 1 hour before the show. No worries because shows are not usually sold out anyway, but if you want to choose specific seat you should buy in advance.
Schedule: https://www.smtownland.com/theatre/schedule.php
Ticket price: Based on showing type, refer above for actual price. Range is 8,000KRW to 44,000KRW
Combined ticket with SMTOWN Theatre: 28,000KRW (until 31st December 2019 only, counter purchase only)
*Disclaimer: Have never use this combined ticket so I am unsure whether there are any limitations on what type of shows. The advertisement said only actual live performances are excluded which I assume, all other Holograms or Concert showing is allowed. Theatre and museum have to be entered on the same day.
Online purchase via KLOOK: Purchase can be made on KLOOK and can be purchased until 1 day before the show for exchange at counter 1 hour before the show. Full refund 72hours before the show. Can be purchased in your own currency via credit card and is usually cheaper than official website. However, you cannot select seats in advance via KLOOK. You can only select seats at the counter.
If you are a first time user of KLOOK you can get some further discount by using a referral code. You can use my referral code OW2ZX or any of your friends!
Be careful of purchasing as this is a timed ticket, so purchase only if you are sure you can make it.
Online purchase via official website: Can be purchased at the same link as schedule here. Pricing will be fixed and no discount will be given. However, from here you can choose which seats you would like to purchase.
FREE ENTRANCE for holders of Discover Seoul Pass. Read here for more details on the pass and here for the theatre details page.
Schedule will usually only be published for the next 1-2 weeks and not way in advance. So you won’t be able to expect which artist concert series will be shown during your stay.
The photobooth and photo-op spots
If you don’t have the time for the whole theatre experience, you can go on the short tour of the 5th floor with FREE to try but PAY for printing, SM Artist photobooth.
Printing is 5,000KRW per piece (4,000KRW with Discover Seoul Pass/Korea Tour Card)
List of artists available 
The inner photobooth picture 
Photo op spot 
Photo op spot 
Photo op spot 
Photo op spot 
This place is well worth the visit and if you are a crazy SMTOWN fan budget 3-5 hours so you’ll have enough time to really take pictures, drink some juice/coffee at the cafe and take some shots at the photobooth.
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