Hyundai Livart Introduces High-End Furniture Brand 'Jorzetti'

On the 26th, standalone showrooms at Hyundai Department Store Trade Center and Pangyo Branch... Over 50 products including HUG displayed

Hyundai Livart's Giorgetti 'Move'. [Photo by Hyundai Livart]

[Asia Economy Reporter Kim Jong-hwa] Hyundai Livart is drawing attention as it accelerates brand premiumization by launching Italy's top luxury furniture brand.

Hyundai Livart, a total interior company affiliated with Hyundai Department Store Group, announced on the 25th that it will launch the high-end furniture brand 'Giorgetti'.

Giorgetti is a luxury furniture brand with a 123-year tradition, established in Italy in 1898. It is one of the oldest and most prestigious furniture specialist brands in Europe, the birthplace of premium furniture, and has been passed down through four generations since its founder Luigi Giorgetti.

A Hyundai Livart official explained, "Giorgetti is a unique uber luxury furniture brand that began making furniture for the Italian royal family and has maintained its quality and reputation to this day," adding, "It remains highly popular worldwide, with royal families and opinion leaders personally ordering products."

Giorgetti has showcased chairs, cabinets, desks, sofas, and more, all made from carefully selected premium materials, and recently expanded its product categories to include system kitchen furniture. In the furniture industry, Giorgetti is renowned for its unique wood processing technology that enables original designs. Using the distinctive woodworking techniques accumulated over 123 years, it is the only brand capable of crafting geometric curved line chairs and cabinets using the world-renowned luxury wood 'Canaletto Walnut' (top-grade walnut).

Giorgetti's solid wood furniture consists of highly complex products that are difficult to produce with ordinary furniture manufacturing techniques, making it rare to find imitations with similar designs on the market. This ensures the intrinsic value of the products is preserved for a long time. In particular, the interior industry collectively refers to these differentiated Giorgetti furniture pieces as the 'Giorgetti style.'

All manufacturing processes from design to production are carried out in Italy. Skilled artisans who have inherited Giorgetti's manufacturing know-how personally handle all stages, including material cutting, processing, and finishing. Production is 100% made-to-order and takes at least three months.

Representative products include the single chair 'HUG,' made by processing 20 pieces of wood individually to express graceful curves and aesthetic balance; the rocking chair 'MOVE'; and the desk 'ERASMO,' which geometrically expresses beauty inspired by the needle of a seismograph. Prices start from around 15 million KRW.

Hyundai Livart will open Giorgetti showrooms on the 26th on the 4th floor living hall of Hyundai Department Store Trade Center branch and the 8th floor living hall of Pangyo branch. About 50 representative products including chairs, dining tables, sofas, and kitchen furniture will be exhibited, and premium consultation services will be provided for VIP customers. Hyundai Livart is also considering opening flagship stores in key commercial areas such as Nonhyeon-dong furniture street.

Hyundai Livart recently strengthened its design capabilities by developing the industry's first in-house color manual, the 'Livart Color Palette.' It is also focusing on brand premiumization to enhance competitiveness in the living sector, such as introducing North America's largest premium home furnishing brand 'Williams-Sonoma' for the first time in Korea.

A Hyundai Livart official said, "As part of brand premiumization, we are introducing furniture products with unique colors and linear designs not seen domestically, while actively bringing in overseas luxury brands," adding, "Based on the premium furniture business know-how accumulated through the Williams-Sonoma distribution business, we will introduce various additional premium overseas furniture brands."

This content was produced with the assistance of AI translation services.