SM Entertainment's flagship store in the basement of its Seongsu headquarters: albums, official merch, light sticks and photo zones for its artists.
Been there, tried it? One line in your language; everyone reads it in theirs. Tags beat stars.
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광야서울 (gwang·ya·seo·ul), written KWANGYA@SEOUL by the store, is in the basement of the 디타워 at 왕십리로 83-21, the Acro Seoul Forest building where SM Entertainment has its Seongsu offices. SM's affiliate SM Brand Marketing announced it on 15 November 2022 as its second flagship, opening on 17 November, with albums, official merchandise, displays built on the artists' content, a 광야 fragrance to test, an artist-narrated audio guide and AR message stickers for the guestbook.
Visit Seoul lists it open 10:30 to 20:00 every day, closed only on Seollal and Chuseok, with a media zone, an AR guestbook, four-cut photo frames and transparent OLED screens. The Korea Tourism Organization's page adds official light sticks, albums, beauty, fashion and lifestyle goods to what is sold.
Seoul Forest station on the Suin-Bundang line, exit 5, 73 metres, then down to B1. Holiday closures are posted on the store's Instagram, kwangya_seoul. The store answers on 02-6233-6729.
Do you have light sticks?
The photocards are random.
Tip Holiday closures go up on Instagram first; the four-cut photo frames are inside.
checked Nov 4, 2026
동네 Neighborhoods · 길성수동Seongsu-dongThe old shoe-factory district east of the river, now the place brands open first and close fast. Seongsu station on line 2 for the shops, Seoul Forest station for the park.
장소 Places · 놀이서울숲Seoul ForestThe big park at the west end of Seongsu, open all day and night, with a deer enclosure in its eco-forest. Free.오늘 올라옴 up today장소 Places · 놀이디뮤지엄D MuseumThe Daelim group's contemporary museum, moved from Hannam to the tower beside Seoul Forest station. Shows change; the ticket is 12,000 won.오늘 올라옴 up today말 Words · 소리컴백keom·baekA comeback. A week-long event around a new release: teasers, a showcase, then the music shows.사람 People · 소리트레저teu·re·jeoTREASURE, a ten-member YG group. Hip-hop leaning; the single SHOCK came out on 2 November 2026.
장소 Places · 놀이언더스탠드에비뉴Under Stand AvenueA village of 116 shipping containers at the entrance to Seoul Forest, opened in 2016 as a social-enterprise project, with small shops, a café and events.오늘 올라옴 up today
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