Coway Opens "Coway Birex Hall" at CGV Yeongdeungpo Times Square

All Seats Equipped with R7 Stretching Motion Beds

Coway announced on the 13th that it has opened the "Coway Birex Hall" at CGV Yeongdeungpo Times Square.

The Coway Birex Hall is a Birex experience theater where visitors can comfortably watch movies from beds. Leveraging the unique characteristics of theaters, such as extended stays and a psychologically relaxed atmosphere, this hall was designed to offer more customers the exclusive sleep technology experience of Birex.

All seats in the theater are equipped with the Birex R7 Stretching Motion Bed, allowing guests to enjoy movies in a comfortable position while naturally experiencing the product's key features.

Before the movie begins, visitors can participate in a product experience event to try out the light lumbar stretching motion. Afterwards, the seats automatically adjust to the optimal angle for movie viewing, allowing guests to enjoy films in a stable and relaxed posture.

The Birex R7 Stretching Motion Bed installed in the theater is a sleep-tech product that combines a stretching function for stable lumbar relaxation with motion bed technology for comfortable rest. Its dual stretching cells and lumbar support system gently lift the lower back to help relax tense muscles and promote deep sleep. It also offers four position modes: zero-gravity, TV viewing, upper-body lift, and lower-body lift.

The Coway Birex Hall operates with a total of 24 seats. Each seat is furnished with a dedicated Birex pillow and blanket to create a comfortable viewing environment, and a welcome service is provided for guests.

A dedicated lounge is also available for Birex Hall customers. The lounge features a Birex Triple Chair massage chair experience zone, as well as a display area for the Birex Sleep System 81 character and merchandise, allowing visitors to engage with a variety of brand content.

To commemorate the opening of the Birex Hall, Coway is hosting a social media event. Guests who participate in the SNS certification after visiting the Coway Birex Hall will receive limited-edition Birex merchandise. Further details will be announced later on coway.com.

A Coway representative stated, "Coway Birex Hall is a space where customers can enjoy movies while naturally experiencing the differentiated features and comfort unique to Birex sleep technology," adding, "We plan to continue expanding experiential marketing so that customers can directly engage with the brand in various spaces in their daily lives."