Furniture Industry, "Focusing on Unique Spaces and Special Experience Marketing"

Visitors who found the koala are enjoying playing the lottery.
[Photo by Koala]

[Asia Economy Reporter Kim Jong-hwa] Experience marketing in the furniture industry is drawing positive responses from consumers. As the trend shifts from simply purchasing trendy items to focusing on special products and experiences tailored to individual tastes, unique stores are continuously attracting consumer visits.

In line with this trend, the furniture industry has gained attention by showcasing spaces focused on brand experiences not only in stores and pop-up shops but also at exhibitions to create attractive spaces that captivate consumers.

At the '2022 Seoul Living Design Fair' held at COEX from February 23 to 27, major furniture companies such as Koala, Simmons, and Illoom prepared visuals and unique experiences reflecting their brand stories to meet the needs of the MZ generation, who value special experiential consumption, attracting many visitors.

Koala created a photo spot with Koalas in a forest setting, presenting booths and products that reflect the brand value of "Better Sleep, Better Life, Better Earth." Inspired by the vast nature of Australia, the booth space was designed with Australian-style plant interior featuring blue forests and a color palette. The slogan "Buy one Koala product, save one Koala (buy one, adopt one)" was visually expressed by placing Koala mascot dolls throughout the booth.

Additionally, Koala showcased eco-friendly products such as Koala foam mattresses featuring patterns of wind-shaped beaches and desert sands, and Cush sofas in colors reminiscent of Australian nature. This created a space where visitors, tired from walking around the large exhibition hall, could comfortably experience the products.

Simmons Booth.
Photo by Simmons

Simmons decorated a 200-pyeong (approx. 661 sq. meters) space with the concept of an "Urban Park," offering visitors a place to relax. True to the urban park theme, green grass and benches were installed, creating a healing space where nature coexists within the city, capturing visitors' attention.

Simmons prepared a rich array of attractions inside the booth along with a splendid exterior. In the main area of the booth, the brand campaign "Oddly Satisfying Video," composed of eight digital art pieces, was screened, providing visitors with a comfortable time to zone out and a peculiar sense of satisfaction. On the other side of the booth, Simmons presented its socializing project, the "Simmons Grocery Store." Popular among young visitors, the Simmons Grocery Store displayed uniquely designed goods reborn with Simmons' own sensibility, sharing a different kind of enjoyment.

Illum booth.
Photo by Illum

Illoom implemented a beauty studio filled with the emotions and dreams of "Kodeok" (cosmetic enthusiasts) in the exhibition space ahead of the official launch of the dressing table "BEAU:SC." Especially, the process of finding one’s own taste from "Korin-i" (cosmetic beginners) to "Kodeok" was likened to "sprouting, blooming, and eventually flourishing," and together with the beauty brand Innisfree, a naturalistic space was created to enhance satisfaction among MZ generation visitors.

Illoom designed the booth exterior with a snowy white background, translucent glass, and large leaf shadows visible beyond, attracting visitors' attention. Inside the booth, the snowy white background color, charming plant interior, and soft lighting were arranged so visitors could take atmospheric 인증샷 (certification photos) in front of the dressing table mirrors placed throughout the space.

A furniture industry official said, "The MZ generation’s desire for SNS 인증 (social media certification) aligns with the demand for new experiences, leading to continuous consumer visits to unique stores," adding, "As non-face-to-face lifestyles become part of daily life, consumers’ needs to refresh their mood through special consumption activities are driving a trend focused on special products and experiences."

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