Hyundai Livart Opens 'Georgetti Flagship Store' in Nonhyeon-dong Furniture Street

Jorzetti Move chair.

[Asia Economy Reporter Choi Dong-hyun] Hyundai Livart is accelerating its brand premiumization by unveiling a high-end imported furniture flagship store (experience-oriented store).

On the 26th, Hyundai Livart announced that it will open a flagship store for the Italian high-end furniture brand "Giorgetti" in the furniture district of Nonhyeon-dong, Gangnam-gu, Seoul. Giorgetti is a 123-year-old "uber luxury" furniture brand established in Italy in 1898. It boasts the longest history and tradition even in Europe, the birthplace of the finest furniture. It is famous for its unique designs based on wood processing technology.

Hyundai Livart launched Giorgetti in August last year and has been operating showrooms at Hyundai Department Store Trade Center Branch and Pangyo Branch. The Giorgetti flagship store opening this time is the third store introduced by Hyundai Livart. Customers can experience all categories of Giorgetti, including home furniture such as sofas and dining tables, as well as system kitchens. The store area is 700㎡ (approximately 211 pyeong).

The Giorgetti flagship store spans three floors from basement level 1 to the second floor above ground. Giorgetti products are displayed on the first and second floors. The basement level 1 is designed as an exhibition space with the concept of a "Design Lab," where customers can directly see, experience, and select imported premium interior building materials such as Italian ceramics and solid wood flooring. In particular, Hyundai Livart has significantly expanded the number and lineup of Giorgetti furniture items with the opening of the new store. This includes about 20 new Giorgetti products introduced locally in Italy in the second half of last year, as well as newly introduced system furniture such as the "Walk-In Closet" (WIC) and "Island Kitchen." The total number of items will nearly double from about 50 in existing showrooms to about 90.

Representative products include the fabric sofa "Vesper," which emphasizes free curved structures; the cabinet "Houdini," designed with built-in storage inside a cylindrical solid wood furniture piece; and the uniquely round dining table "Enso." In addition, imported premium furniture such as the Italian premium kitchen furniture "Aran," Italian ceramic brand "Florim," and Italian solid wood flooring "Fiemme" are also showcased along with interior products. A "Private Docent Tour" service offering customized consultations and "interior curation" will also be provided. This service, available by prior reservation, will offer customers not only product explanations but also various interpretations about furniture, including brand history and design stories.

Hyundai Livart's decision to launch a high-end imported furniture flagship store is part of its "brand premiumization strategy" that has been underway since last year. Hyundai Livart partnered with the UK architectural and interior design firm Ab Rogers Design last year to consecutively introduce furniture applying the "Livart Color Palette," a color manual developed in-house.

The company is also actively expanding its premium sales network. Last year, it opened a total of nine new stores mainly in department stores and premium outlets such as Hyundai Department Store Kintex Branch, Hyundai Premium Outlet Gimpo Branch, and Lotte Premium Outlet Dongbusan Branch. In the second half of this year, it plans to open six additional stores of total interior stores like "Livart Total" and home furnishing brand stores such as "Williams-Sonoma" and "West Elm," including at Hyundai Department Store Cheonho Branch.

A Hyundai Livart official said, "In addition to sourcing overseas high-end furniture, we plan to introduce uniquely designed furniture, which has been hard to see domestically, through collaborations with overseas designers within this year. Going forward, based on Hyundai Livart’s differentiated premium furniture business capabilities emphasizing design, we will continue to lead trends in the domestic furniture industry."

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