"Discovering My Own Taste"...Inside the LX Jiin Flagship Recreating Noh Heeyoung's Home

Over 30,000 Visitors in Six Months Since Opening

All Materials in One Place: Wallpaper, Flooring, Boards, and Films

"Consulting Tailored to Your Furniture and Color Preferences"

"More than 400 people visit every Saturday. In particular, a large proportion of visitors are in their 30s. There are an increasing number of people who want to personally choose wallpapers and flooring, as they determine the overall tone of the home."

On the third floor of the LX Jiin flagship store in Nonhyeon-dong, Gangnam-gu, Seoul, visitors can explore the kitchen of a remodeled apartment in Songpa-gu, Seoul, renovated collaboratively by LX Hausys and No Heeyoung, CEO of Hino Consulting Firm, within the 'Discovery of Taste' exhibition space. CEO No designed the kitchen using the artificial marble HI-MACS countertops in Hino Green, developed by LX Hausys, and furniture boards in Hino Mint. Photo by Jinju Han

LX Hausys is targeting the "self-interior" (DIY interior) crowd who want spaces tailored to their tastes rather than standardized interiors. Instead of "unobjectionable" colors, the company is offering new options so people can discover their own preferences and decorate their homes to reflect them.

On September 9, the third floor of the LX Jiin Flagship in Nonhyeon-dong, Gangnam-gu, Seoul, was set up to faithfully reproduce the kitchen, living room, laundry room, and other areas of an apartment in Songpa-gu, Seoul, remodeled by Noh Heeyoung, CEO of Hino Consulting Firm. The most popular space among visitors is the laundry room. CEO Noh installed a washing machine, a dryer, a utility sink for pre-washing, and a motorized drying rack in the laundry room next to the bedroom.

Industry professionals such as construction and architectural company staff observed every corner of the space, taking notes or pictures while listening to explanations about the materials used to create each area. On the second floor, major LX Hausys products and materials are on display, including flooring, wallpapers, furniture boards, interior stone and film, and windows. Some visitors were spotted holding samples of the steady-seller Diamant wallpaper to compare colors, or comparing film hues under bright lighting. Yu Jungpil, manager of the LX Jiin Flagship, explained, "We operate the space so that pets are also allowed. Visitors can scratch the wallpaper or flooring themselves to test resistance to scratches, and children can run on the flooring to try it out. Many families visit to look at material colors, and more people have come after seeing the 'Discovery of Taste' episode, saying they want to try similar ideas at home."

The laundry room of an apartment remodeled by LX Hausys and Noh Heeyoung, CEO of Hino Consulting Firm, located on the 3rd floor of the 'Discovery of Taste' exhibition space at the LX Jinji Flagship in Nonhyeon-dong, Gangnam-gu, Seoul. Kitchen countertop Photo by Jinju Han

In the 'Discovery of Taste' exhibition space located on the 3rd floor of the LX Jin Flagship in Nonhyeon-dong, Gangnam-gu, Seoul, a bathroom in an older apartment in Songpa-gu, Seoul, remodeled together by LX Hausys and No Heeyoung, CEO of Hino Consulting Firm. Photo by Jinjoo Han

The third floor serves as LX Hausys's trend proposal space and will be operated under the theme "Discovery of Taste" until the end of this year. The theme reflects the idea of creating interior spaces customized to individual preferences, from color to materials, texture, and finishing, rather than simply following trends. The first ambassador is branding expert Noh Heeyoung, CEO of Hino Consulting Firm. The kitchen space on display combines the deep green "Hino Green" and "Hino Mint" colors. In addition, a color palette recommending combinations of flooring, wallpaper, wall panels, furniture boards, and door finishes suitable for the autumn season is also on view. LX Jiin chief designer Lee Hyejin said, "During consultations, we ask what kind of furniture people have and what tones they prefer, then unravel things one by one. Even if someone has a favorite color, they're often hesitant to use it at home, so we help them discover ways to incorporate their tastes—such as combining it with neutral tones."

LX Hausys's innovative uses of its materials also stand out. The Viatera artificial marble countertop, typically used in kitchens, is utilized here as a bathroom sink counter; the "Vorte" furniture board, usually for built-in or storage units, was reimagined as a new kitchen furniture line. Additionally, open-concept dressing rooms have an inner wall covered with "Mural Arch Drawing Wallpaper," a design evocative of European landscapes, allowing the wallpaper to show between hanging clothes. Chief designer Lee said, "Viatera is often used for kitchen countertops, but because engineered stone is highly water-resistant, it is also used in bathroom counters in premium residences. By attaching the wallpaper to an open wall panel system and placing it in the dressing room, we added an element of surprise," she explained.

Since its opening in early March, the LX Jiin Flagship has welcomed more than 30,000 visitors in six months. Manager Yu Jungpil commented, "These days, many visitors are checking quotes to remodel their current homes instead of moving. The flagship showroom now plays the role of a communication hub as LX Hausys advances towards becoming a total interior company."

On the 3rd floor of the LX Jin flagship in Nonhyeon-dong, Gangnam-gu, Seoul, a finishing material combination color palette proposed for this season. The recommended combinations this time are Brick Red, Hino Green, Soft Pastel, and Mute Terracotta. Photo by Jinju Han

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