Duel at 'Living Power Center'... Domestic Furniture Brands Face Off

Major Domestic Living Brand Stores Open in Large Numbers

The 'Modern Gray' living room from the Hanssem Rehouse Style Package displayed at the Giheung branch model house

[Asia Economy Reporter Kim Cheolhyun] The large-scale home furnishing complex shopping mall 'Living Power Center' located in Gomae-dong, Giheung-gu, Yongin-si, Gyeonggi-do is emerging as a battleground in the furniture market. This is due to the influx of numerous domestic leading living brand stores competing against the nearby 'IKEA Giheung Branch.'

On the 30th, Hanssem grand opened the largest Hanssem Design Park in the metropolitan area on the basement 1st floor to 2nd floor of the Living Power Center. The Giheung branch of Hanssem Design Park, spanning 1,500 pyeong (approximately 4,958 square meters), is a win-win cooperation store concept where the headquarters directly leases the store to create a product showroom, and multiple dealers operate their businesses. About 20 small and medium-sized dealerships jointly operate, conducting sales by showing the appearance of homes after remodeling work along with various materials and furniture in a large store set up by the headquarters.

Hanssem prepared various exhibition spaces for this purpose. In particular, three model houses decorated with a single concept for the entire home space are exhibited with Rehouse packages and Hanssem furniture, allowing customers to experience actual spaces rather than catalogs and receive consultations. Additionally, the 'Virtual Reality (VR) Experience Zone,' introduced for the first time at the Giheung branch, virtually allows customers to check the changing appearance of homes by implementing six representative Hanssem style packages in 3D for five apartment floor plans, including Dohyeon Village I-Park in Singil-dong and Manhyeon Village LG Xi in Sanghyeon-dong.

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Hyundai Livart also opened the 'Livart Style Shop Giheung Exhibition Hall' on the basement 2nd floor of the Living Power Center on the same day. With a sales area of 3,636㎡ (about 1,100 pyeong), it is about twice the size of a typical Livart Style Shop showroom. A total of about 1,200 types of furniture and kitchen accessories, including beds, sofas, desks, and dining tables from Livart, Livart Kitchen, and the American premium home furnishing brand Williams Sonoma, are exhibited and sold.

The Giheung showroom of Livart is designed around the theme of 'customer experience' and consists of four concept spaces. These include the 'For:rest Zone' at the store entrance, equipped with comfortable sofas and tablet PCs; the 'Lifestyle Zone,' featuring model houses of various sizes; the 'H Lounge,' a customer experience space hosting diverse cultural content; and the 'H Atelier,' where customers can make furniture themselves. Additionally, a shared space, which was not present in existing furniture stores, has been prepared. Hyundai Livart plans to offer part of the store free of charge for local customers to use for small gatherings, lectures, and home parties. Furthermore, an experiential photo zone targeting customers in their 20s and 30s will also be operated.

Casamia opened a large complex store of about 1,488㎡ (450 pyeong) on the basement 1st floor. The distinctive feature of the Casamia store is that it is a complex lifestyle culture space created in collaboration with Samsung Electronics and Starbucks. It focuses on proposing customized living spaces according to lifestyle and providing a unique shopping experience. Various types of living spaces suitable for different customers, such as young newlyweds and families of four or more centered on middle-aged groups, are showcased. In particular, Casamia’s furniture and Samsung Electronics’ home appliances are arranged together in each residential space, such as living rooms, dining rooms, bedrooms, and children’s rooms, to create a realistic living environment.

Casamia also operates a separate space decorated with its representative premium furniture collection 'La Maison' and a 'Mattress Experience Zone' where customers can directly try premium mattresses. A Starbucks caf? is set up in one corner of the store where customers can relax while enjoying beverages. A Casamia official said, "Casamia Living Power Center branch combines home appliances, furniture showrooms, and a caf? to provide a more evolved premium complex store with differentiated services and shopping experiences unique to Casamia," adding, "We plan to continuously expand various forms of brand spaces tailored to consumer needs and new living trends in the future."

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