Simmons Bed Participates in 'Seoul Living Design Fair' with the Largest Scale Ever

Simmons Bed is participating in the 'Seoul Living Design Fair' for the first time ever and on the largest scale.
[Photo by Simmons]

[Asia Economy Reporter Kim Jonghwa] Simmons, a sleep specialty brand, is participating in the 'Seoul Living Design Fair (Living Fair)' for the first time ever and with the largest scale in the history of the exhibition.

The Living Fair is the largest living & lifestyle exhibition in Korea, held since 1994 to revitalize the domestic living and interior industry by presenting new directions for living design trends. This year, about 240 companies will attend, and the event will be held for five days from the 23rd to the 27th at COEX in Samseong-dong.

Simmons Bed has prepared the largest booth ever among participating companies in the history of the Living Fair, covering about 200 pyeong (approx. 660 square meters), designed with the concept of a 'Park in the City.' At this event, Simmons will simultaneously showcase the 2022 brand campaign 'Oddly Satisfying Video,' which has gained high popularity with over 10 million cumulative views within ten days of its YouTube release, and Simmons' socializing project 'Simmons Grocery Store,' which has recently become a hot place in Cheongdam-dong.

First, the Oddly Satisfying Video, themed around 'Hitting Mung' (spacing out), consists of eight digital art pieces that offer healing and comfort to visitors in the post-COVID era, where mental health is increasingly important. These digital arts include scenes such as women sitting side by side splashing their feet in a swimming pool against the backdrop of California's fantastic sunshine, colorful jelly spinning inside a cup, the perfect movement of an orange, and sprinklers bursting like fireworks. Each digital art is viewed slowly, elegantly, and comfortably in a hypnotic, repetitive manner, providing a peculiar sense of satisfaction and helping to stop complicated thoughts.

Especially fitting the concept of a park in the city, the booth features green grass and benches, creating a resting space with urban nature so visitors can enjoy their spacing-out time more comfortably.

Additionally, visitors can experience the charm of the 'Simmons Grocery Store Cheongdam,' which caused a rush from the first day of opening, at the exhibition site. Simmons Grocery Store is Simmons' socializing project that connects regions and people. Visitors can purchase uniquely witty goods exclusive to Simmons, such as pork belly scrubbers, soju glasses, roller skates, Lucky S socks, and basketballs, all available at the Simmons Grocery Store Cheongdam.

The booth also displays various product lineups, including popular models from Simmons' representative mattress collection Beautyrest and the 'N32 Topper Mattress,' known as the Hermes of toppers. There is also a space where visitors can see Simmons Bed's history of over 150 years at a glance, including Heritage Alley.

In particular, a 'rolling tester' used for mattress durability testing at Simmons' Factoryum Sleep Research R&D Center in Icheon, Gyeonggi-do, is installed to showcase Simmons' unique technology, solidifying its status as a master bed brand. Visitors who purchase products will also receive special discounts available only at the Living Fair.

IKOVOX COFFEE, active as a crew at Simmons Terrace, a complex cultural space in Icheon, Gyeonggi-do, will also participate. IKOVOX COFFEE roasts only the top 10% of premium beans classified according to the Specialty Coffee Association of America (SCAA) standards to maintain consistent taste and quality. Additionally, all visitors to the booth will receive a grocery store shopping bag on a first-come, first-served basis each day to encourage participation in environmental protection.

Simmons Bed prioritizes visitor safety and will strictly comply with the organizer's quarantine guidelines, including separate electronic entry logs (QR codes), temperature checks, hand sanitization, and mask-wearing for visitors to the Simmons exhibition hall. The Simmons Bed booth will be located in Hall B of COEX in Samseong-dong during the Living Fair. Operating hours are from 10:30 AM to 7:00 PM from the 23rd to the 26th, and from 10:30 AM to 6:00 PM on the 27th.

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