[Report] Thousands of Dollars for a Single Refrigerator... Visiting Samsung Luxury Showroom Daiko House

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[Asia Economy Reporter Park Sun-mi] "My other dream car is parked in the kitchen."

At the ‘Dacor House’ showroom, where you can experience Samsung Electronics’ top-tier luxury built-in appliance brand Dacor, it was hard to find kitchen appliances such as refrigerators, freezers, kimchi refrigerators, wine cellars, and ovens.

The kitchen on display blended seamlessly with luxury brand kitchen furniture, showcasing the perfect aesthetics of luxury built-in appliances to the point where one might wonder, "Where are the kitchen appliances?" It felt less like a showroom displaying regular appliances and more like a high-end home brought to life. When I gently pushed the 1-door ‘Column’ refrigerator, finished with the highest quality materials and hidden logos, not with my hands but with my shoulder, the door opened. After placing items inside and waiting about 2 seconds, the door closed automatically, freeing both hands completely.

Samsung Electronics has completed the renovation of Dacor House, a space where customers can experience the luxury built-in appliance brand Dacor, and officially opened it on the 3rd at the Samsung Digital Plaza Samsung Daechi Main Store. Dacor is a prestigious luxury built-in appliance brand that started in California, USA, in 1948, offering optimal options for consumers who want ‘true built-in’ appliances perfectly integrated with kitchen furniture.

This year marks the 4th anniversary of the Dacor House showroom, and Samsung Electronics has revamped the space to allow customers to experience not only the Dacor brand but also Samsung’s premium appliance line, Bespoke Infinite.

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The ‘Dacor Zone’ on the 4th floor of Dacor House features a harmonious blend of luxury kitchen furniture brands such as Bultop, Boffi, Poggenpohl, Dada, Gimetric, and Leicht with Dacor appliances. It looked as if luxury furniture was embracing luxury appliances. Built-in appliances such as refrigerators and freezers priced at 12 million KRW each, kimchi refrigerators at 13 million KRW, and wine refrigerators at 15 million KRW represent the highest price range. A Samsung Electronics official explained, "Despite the high prices, demand is growing as more consumers actively invest in their kitchens."

On the 4th floor Dacor Zone, all products including the 1-door ‘Column’ refrigerator, T-type refrigerator with doors opening on both sides of the upper refrigerator compartment, induction cooktop, hood, oven, and dishwasher were arranged in a space designed like a real home. Visitors can envision their own kitchen through consultations before purchase, considering the harmony between products and kitchen furniture as well as the overall beauty of the space. The Column refrigerator offers a choice among four modules: refrigeration, freezing, wine, and kimchi. The kimchi refrigerator is uniquely available only from Dacor among luxury built-in appliance brands.

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The induction cooktop features a ‘Quattro Flex Zone’ that allows the use of various shapes and sizes of cookware, such as large grill pans or small milk pans, freely. The hood used with the induction cooktop is connected via Bluetooth and operates automatically. Products for a perfect kitchen experience, including ovens (136ℓ, 75ℓ, 50ℓ) and dishwashers, are placed throughout the space.

The Infinite Zone on the 5th floor was newly created in collaboration with furniture designer Moon Seung-ji. Designer Moon created a space concept called ‘Blended Floor,’ which connects space and time inspired by morning and evening. This area consists of two themes?‘Morning Calm,’ evoking the tranquility of morning, and ‘Evening Chill,’ characterized by the comfort of evening?divided into four corners.

The ‘Brunch Kitchen’ and ‘Tea Room,’ decorated with the Morning Calm theme, along with the ‘Home Lounge’ and ‘Home Wine Bar,’ based on the Evening Chill theme, harmoniously incorporate Bespoke Infinite line kitchen appliances such as refrigerators, dishwashers, induction cooktops, and hoods.

Lee Kang-hyup, Vice President of Samsung Electronics’ Home Appliance Business Division, said, "Since Samsung’s acquisition, Dacor’s sales have more than doubled due to synergy between the two brands. With this renovation of Dacor House, we will further strengthen our built-in appliance business in Korea."

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