Explore SK Telecom’s New T Factory Lounge: A Must-Visit for MZ Generation in Seoul

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On May 1, SK Telecom said it has remodeled its brand experience space, T Factory, in Seongsu-dong, Seongdong District, Seoul, converting it into a lounge. The company reworked an area that had mainly hosted exhibitions into a comfortable hub where visitors can pause and recharge.

Seongsu-dong, which has emerged as a popular spot for corporate pop-up shops, has long been criticized for a shortage of places to rest amid growing crowds. SKT says the redesign aims to provide practical conveniences for the heavy Millennial and Gen Z foot traffic in the neighborhood and to strengthen positive feelings toward the brand.

The redesigned lounge offers each SKT subscriber and one accompanying guest a complimentary beverage. The company also added luggage storage so visitors can explore nearby shops unburdened by heavy bags.

Inside, visitors can relax and take part in hands-on activities. The space includes a four-photo strip booth, a station for making phone straps, and a device charging zone. SKT will mark the opening on May 25 with an event featuring Chef Yoon Joo-mo, known for appearing on a televised cooking competition.

Alongside the physical overhaul, SK Telecom is rolling out a sleek “Data Center Series” that interprets its core businesses through sensory displays. The first exhibition, “Back to the ___,” which opened May 1, reimagines the data center as a kind of time machine, using photography as its storytelling medium.

Visitors enter sets designed to evoke different decades. Experience zones recreate an ’80s video store, a ’90s sticker-photo booth, a 2000s digital-camera area, and a 2010s smartphone-themed space.

Guests can assemble personalized photo albums on site and rent film or digital cameras in the basement to shoot around Seoul Forest and nearby streets. SKT says it will reuse the space’s layout to present future exhibitions on a variety of themes.