Stories of Culture | Shinsegae Loves Jeff Koons

Korea’s leading fashion retailer wears its heart on its sleeve.

Shinsegae Loves Jeff Koons

Love, empowerment and pop culture

In 2011, we purchased Jeff Koons’s “Sacred Heart” and installed it in the Trinity Garden on the 6th floor of our flagship store, instantly distinguishing Shinsegae from competitors such as Lotte and Hyundai. The high-voltage images of Koons’s iconic work made our stores, visual merchandising, collateral and advertising stand out as a statement of both love and empowerment. Profits from the collaboration were donated to a charity for missing children.