"Came to Browse Furniture, Leaving While 'Spacing Out'"

Simmons at Seoul Living Design Fair: 200-Pyeong 'Urban Park' Booth Draws Large Crowds

Visitors bustling at the Simmons booth at the '2022 Seoul Living Design Fair.'
[Photo by Simmons]

[Asia Economy Reporter Kim Jonghwa] "I came to look at furniture and ended up 'spacing out.' Being outside, I feel like I finally had a proper rest."

Dozens of people are sitting on benches, staring blankly at a TV screen. They are engrossed in Simmons' 2022 brand campaign "Oddly Satisfying Video," themed around "spacing out." As a digital art piece that surpassed 10 million views within ten days of its release on YouTube on the 27th of last month, it captivated the audience's attention. This scene took place on the afternoon of the 24th at the exhibition hall on the first floor of COEX in Samseong-dong, Seoul.

The sleep-specialized brand Simmons participated in the "2022 Seoul Living Design Fair" with over 300 lifestyle brands, setting up the largest booth of about 200 pyeong (approximately 660 square meters) under the concept of an "urban park." The digital art installed like pillars among the wide green grass and trees makes visitors feel as if they are at an overseas resort, relaxing their minds.

Choi Ji-young (47), who said she ended up at the Simmons booth while following crowds to popular spots, said, "Because of COVID-19, I don't stay outside for long, but I found myself staring blankly at the TV without realizing it. I felt better after clearing my mind while looking at the furniture and the famous digital art."

While the digital art attracted visitors' eyes, the "Simmons Grocery Store" held their footsteps. The "Simmons Grocery Store Cheongdam," which opened on the 11th, was brought inside the booth. Curious goods (merchandise) that stimulate the MZ generation?such as sky-blue basketballs, roller skates, coffee in tennis ball boxes, pork belly scrubbers, soju glasses, and socks shaped like roll cakes?clearly conveyed Simmons' unique sensibility.

Leaving the grocery store and heading to the Simmons mattress experience area, customers consulting about bed purchases were noticeable. Various products were on display, including Simmons' representative mattress collection "Beautyrest" and the "N32 Topper Mattress," known as the Hermes of toppers. Also on display was the "Rolling Tester" brought from Simmons' Factoryum Sleep Research R&D Center in Icheon, Gyeonggi Province. It continuously rolls over the mattress 24 hours a day to test durability.

Simmons offers special discount benefits exclusive to the Living Fair for customers who purchase products, and every visitor to the booth receives a grocery store shopping bag to participate in environmental protection, given daily on a first-come, first-served basis.

Park Sang-woo, head of Simmons Brand Communication, said, "Simmons' 'urban park' concept, aimed at providing a resting place for people exhausted by COVID-19, was well received by visitors, with about 10,000 people visiting on the opening day alone. We are fully prepared, expecting even more visitors on the weekend."

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