GS Group has embarked on a thorough research process to reflect the evolving needs of contemporary artists and the changing cultural experience patterns of audiences. As a result, they have developed a long-term project with the motto of making the space itself an experience — ‘space as a media' — aiming to transform the venue into a flexible space capable of hosting not only performances but also media, exhibitions, and other forms of artistic expression, serving as a crossroads where diverse cultural experiences intersect. In April 2025, the first outcome of this project, the venue, will open under the name 'GS Arts Center.' The venue has undergone extensive renovations, including the overhaul of aging facilities such as seating and mechanical equipment, as well as improvements to the dressing rooms and navigational layout to meet the needs of performers. Additionally, to encourage audiences to spend more time at the venue before or after performances, or even when no performances are scheduled, the lobby will feature a media wall, and convenience facilities are being planned for installation. Significantly located in the heart of Gangnam district within easy reach, GS Arts Center aims to be a space where everyday life and culture are connected. The GS Tower space remodeling project will continue steadily even after the opening of GS Arts Center.