Tag Archives: Girls’ Generation

SMTown: Studio and dance class

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The studio on the fourth floor of SMTown at COEX Artium, guarded by Jonghyun. SCREAMfmLondon

SMTown Studio: Music Video, Photo, Recording, Hair & Makeup, Vocal, Dance, Dress

As you ascend to the top floors of SMTown at COEX Artium, the services become more deluxe. While you can purchase k-pop merchandise on the second floor, you can actually star in a k-pop music video on the third!

At the SMTown Studio, fans can be professionally styled with SM-approved costumes, hair and makeup; trained to create an audio recording of their favorite song; taught the corresponding dance moves; photographed and photoshopped to their hearts’ content; and filmed in a duplicate of their favorite music video. It honestly all looks like a ton of fun — especially if you have slight delusions of grandeur and a lot of money to blow.

The SMTown Studio packages range in price from about $30 (for a simple tour of the space and a commemorative photo) to $500 (for a two-hour video recording session). Most packages hover around the $100-200 range. A one-hour, one-on-one dance class costs about $100 (while a group class is around $80). A one-hour vocal training and recording session is $150, and it costs $200 (and, apparently, one and a half hours) to have your hair and makeup done.

I took a tour of the studio space that culminated in a one-hour dance class.

The tour begins at the makeup station, where marble tables are piled high with rows upon rows of blush, eye shadow, brushes and more. The walls are all covered with mirrors and “the best selfie lighting ever” (their words — not mine). I do not doubt, though, that SM Entertainment’s makeup artists could work some serious magic on us all with their superior beauty knowledge. It’s a tempting package, for sure.

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SMTown photo studio. SCREAMfmLondon

Behind the makeup station is the photo studio. It’s a pretty cavernous room decorated with yet-unreleased photos of SM artists for the guests to ogle. If you’re a fan of photoshoots, I’m sure this is a good one. I am not a fan of photoshoots, but they took a few photos of me anyway — and specified which way I should stand to make it easiest to photoshop.

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Some of TVXQ!’s costumes on display at SMTown. SCREAMfmLondon

My favorite stop on the tour is the wardrobe area. It’s a beautiful room full of costumes SM artists have worn onstage or at special events, all grouped by band and labeled with the individual members’ names. It was amazing to see these outfits up close and to examine all the details: every epaulette on SHINee’s jackets, every rhinestone on TVXQ!’s sleeves. Everything is so pristine, except for the scuff marks on the fabulous shoes. I loved it so much.

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The hard-working shoes of a k-pop star. SCREAMfmLondon

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SHINee’s outfits on display at SMTown. SCREAMfmLondon

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So much beautiful crushed velvet. SCREAMfmLondon

Next, we visited the vocal recording rooms. Allegedly, the rooms are really, really used by actual SM artists. This was emphasized many, many times during the tour. There are a number of different recording booths equipped with what is supposed to be the best, most advanced audio recording technology out there. I would not know the difference, so I’ll have to take their word for it.

From there, we journeyed through the hallways to the music video studio. The room is divided in two halves: EXO’s “Growl” on one side and Girls’ Generation’s “Gee” on the other.

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Music video set for EXO’s “Growl.” SCREAMfmLondon

This room was a little awkward for a few reasons. First, there were quite a few people sitting right in the middle of it doing some work on their computers while we’re just traipsing around, taking pictures of stuff.

Also, I happened to be there not long after Tao officially announced his departure from EXO and his subsequent lawsuit against SM Entertainment. It was a little too obvious that his name had been hastily painted over on a few of the walls while it still appeared on others. Awkward.

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Tao’s name hastily painted over at bottom right. SCREAMfmLondon

Once we departed from there, it was time for our dance lesson led by a professional SM choreographer. We stashed our belongings in fire engine red lockers that read “DREAMS COME TRUE” across the front and took our places to learn the dance for EXO’s song “Call Me Baby.”

The pace of the dance was very quick, but the instructor was patient and helpful. One hour was not enough time for any of us to master any of that, but we worked hard, and it was a blast. It seemed to go by very quickly, especially since a lot of time was taken when cameramen came in to record our practice and interview a few of us (including me, for some horrifying reason) about our interest in k-pop.

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Inside the SMTown dance studio. SCREAMfmLondon

It was a great class, though, and I was sad to leave. I could definitely imagine spending hours every day trying to perfect those dance moves, if I only could afford it.

The SMTown Studio experience was an interesting one. To be honest, the studio tour is a little boring and doesn’t offer much beyond selfie ops (and not very spectacular ones at that). I would recommend heading straight for your area of interest (singing, dancing, fashion) to maximize your enjoyment of the studio.

Check out my guide to SMTown’s SUM Celebrity Shop and LIVErary Café here.
Check out my guide to SMTown’s 3D printing theater here.

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SMTown: SUM Celebrity Shop and LIVErary Cafe

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K-pop cafe: EXO cupcake and SHINee “Dream Girl” green apple drink in SMTown at COEX Artium’s LIVErary Cafe. SCREAMfmLondon

SMTown at COEX Artium is a sprawling, six-story k-pop hub. Located beside the gigantic COEX Mall in Gangnam (a shopping center so big it houses an entire aquarium and a huge movie theater inside as well), SMTown offers everything a k-pop fan could want: a hologram theater, branded merchandise, vocal lessons, a photo studio, a cafe, etc. And I’ve done (pretty much) all of it.

Here is my rundown of the two most accessible floors of the SMTown complex:

SUM: Celebrity Shop, Artist Goods, Artist Picks, Gifts
SMTown LIVErary: Cafe, Music, Media, Books, Special Goods

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SM Entertainment decorations lining the SMTown walls. SCREAMfmLondon

The building is tall and glittery from a distance, decorated with the names of SM Entertainment’s most popular artists: SHINee, Super Junior, EXO, Girls’ Generation (SNSD), f(x). The first floor’s Welcome Stage features a tall tower of flatscreens playing SM artists’ most recent music videos.

The second floor houses the SUM shop. This deluxe merchandise store features branded merch of all the bands and general Korean souvenirs, as well as “artist picks,” which are extremely expensive designer items worn by some of the band members. Some of the merch is cool, but the coolest stuff (tote bags with song lyrics printed on them, t-shirts, posters and pillows) are sold out or not yet for sale, despite the fact that the shop has been open since January.

Unless you’re looking to buy a pair of $400 sunglasses a member of SNSD was photographed wearing, you can find better k-pop merch in any given subway station. But they do sell a (pricey) replica of the treble clef necklace Chanyeol wears in the iconic classic “EXO Lives Next Door.”

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EXO staring at you from every direction. SCREAMfmLondon

On the building’s fourth floor is the SMTown LIVErary Cafe. This is an awkward way to say that it’s an SM-themed cafe. Some additional merchandise is sold on this floor (mostly CDs and DVDs), but the main attraction is the dessert case. Macarons and cupcakes printed with band logos are available for a (high) price, as are some tasty band-themed drinks.

The different bands all come in different colors and flavors. I ordered an EXO cupcake and a SHINee green apple-ade. The EXO “capcake” (har har) is chocolate cake topped with cream cheese frosting and a tiny EXO snapback. Someone informed me ahead of time that the caps are actually not edible, which was good to know because I definitely would have attempted to eat it. They’re about 8,000 KRW per cupcake, which is quite a lot, but they’re actually pretty tasty, and you get to keep the little hat as a souvenir.

SHINee’s green apple ade was also exceptionally delicious, and comes served in a cool, collectible “#DREAM GIRL” bottle. The drinks are super syrupy sweet and slightly carbonated, which I greatly enjoyed.

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Band logos printed on macarons at the SMTown LIVErary Cafe. SCREAMfmLondon

In the cafe, most of the tables and chairs have been signed by various SM artists. The walls are decorated with albums, plaques and a timeline of SM Entertainment’s biggest milestones. While enjoying your expensive snacks, you can try to grab a table at a listening station, where you can play SM artists’ music. It’s a cool setup, and it’s even moderately cozy, so big SM fans can end up spending a lot of time hanging out.

Check out my guide to SMTown’s Studio and professional k-pop dance class here.
Check out my guide to SMTown’s 3D printing theater here.