K-popSeoul

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KWANGYA@SEOUL is the official flagship store that SM Entertainment opened in 2022 on the B1 floor of Acro Seoul Forest D-Tower, its new headquarters in Seongsu-dong. It sells worldbuilding merchandise and albums for SM artists such as aespa and NCT, and lets visitors experience the KWANGYA world where reality and virtual overlap through transparent OLED media art. It has become a place SM fans always visit when they come to Seongsu.