This guide will cover the SM Entertainment Communication Centre in Cheongdam, Seoul which is also the office and headquarters of SM Entertainment.
There are a total of four locations of SMTOWN &Store (official merchandise) in Seoul as follows:
- SM Entertainment Communication Centre (SUM Store & Cafe) – Refer to this post for more details
- SMTOWN COEXArtium (SUM Store & Cafe) – See my guide here
- Dongdaemun Design Plaza (DDP) – See my guide here
- Gimpo Airport (After Security)
Location and how to get to SM Ent. Communication Centre
This attraction is the official HQ of SM Entertainment. It is located in Cheongdam, which is part of Gangnam district that houses SMTOWN COEX. As this is where the SM practice rooms are, there has been a lot of random sightings of SM artists at the public area here.
- Train access via Line 7. Stop at Cheongdam Station, Exit 6
- Direct access from SMTOWN COEX via bus (Samseong Station Exit No 7 bus stop). Bus no 401, 4419, 301, 2415, 3414 – Get off at Jinheung Apartment bus stop.
- Opening hours: 10am to 10pm daily
- Links to location: Naver & GoogleMaps
I have tried walking from SMTOWN COEX, it is doable but would take at least 30-40minutes on a slow walking pace. Not recommended as there’s not much things to see along the way.
What can you find here?
#1 Limited time decorations at the SMTOWN &Cafe
This is the pioneer SMTOWN Cafe in Seoul with the second one located in the SMTOWN COEX Artium. This branch however have some amazing limited time decorations, usually dedicated to a specific artist comeback or releases.
The theme changes at a non-fixed interval, so not every artist gets a specialised display like the ones EXO got. No announcement online whatsoever on what theme is being put on display. I usually gets my daily dose updates via twitter from my mutuals. During EXO’s OBSESSION comeback, decoration was changed to these beauties but I didn’t get a chance to visit 😭
#2 Chances for SM artist sightings
As this is the HQ with office and practice rooms in the top floors of the building, most random SMTOWN artist sightings occured here. Most of them caught buying coffee at the cafe here.
If that doesn’t convince you, this location has been featured multiple times in variety shows as follows:
EXO x Stranger Things Love Shot dance practice
EXO x Workman – Daily Manager episode
Yunho met BoA during I Live Alone filming
#3 – SMTOWN Restaurant
Hungry? No worries as this branch not only have a cafe but also a restaurant! I had a chance to try out the food here as part of SMTOWN Global Package participant during EXO ElyXiOn dot in July 2018. I can’t give raving reviews as the food was quite mediocre in my opinion.
The place however was quiet and would be perfect for an evening lunch hangout.
There’s no special artist themed food served at least during my visit in July 2018. Restaurant are mostly empty aside from the time during concerts when Global Package participants often visit as part of their concert package.
#4 – SMTOWN &Store
This is the official store of SM, similar to the shop located in COEX Artium but on a smaller scale. I love this branch as there’s always lesser visitor here and more availability. I saw items like keychains and even lightstick that was sold out in COEX, still available in this branch.
The shop is at the Basement level of the building. There is a stair to go down to Basement from main lobby would be just on the right side of the cashier. There is also a direct entrance into the shop from outside the building.
There is a spacious reading area at the basement level, perfect to rest your feet before moving on to your next Seoul searching.
