Shinsegae Casa Opens Experiential Showroom for Online-Only Brand 'Onion'

MZ Generation Emphasizes Experience-Based Direct Communication and Actively Attempts Offline Interaction

Shinsegae Group's living & lifestyle company, Shinsegae Casa Co., Ltd., has launched an offline experiential showroom for its online-only brand 'Onion' at the Bundang Seohyeon store.
[Photo by Shinsegae Casa]

[Asia Economy Reporter Kim Jong-hwa] SHINSEGAE CASA, the living & lifestyle company of the SHINSEGAE Group, announced on the 18th that it will introduce an offline experiential showroom for its online-only furniture brand 'Onion' at Casamia Bundang Seohyeon branch.

Onion is SHINSEGAE CASA's online-only brand targeting the MZ generation in their 20s and 30s, who are emerging as the core consumer base. It has gained great popularity by reflecting the lifestyle and tastes of the MZ generation with reasonable prices, practical modular functions, and minimalist design.

Additionally, as people spend more time at home and become interested in home decoration, combined with the "eomji-jok" who prefer to easily purchase furniture via mobile devices, the demand for Onion continues to steadily increase.

SHINSEGAE CASA opened the offline Onion showroom to directly communicate with the MZ generation, reflecting their preference for intuitive experiential interaction. Separate interior styling spaces were prepared for single-person households and newlyweds, and various attractions such as photo zones and Onion goods were provided for the younger generation to enjoy. Furthermore, a large number of new products featuring young, trendy designs and colors that create a bright and warm atmosphere are exhibited.

Among these, the interior styling spaces for single-person households and newlyweds are expected to attract the attention of the MZ generation. Based on the latest interior trends, stylish elements and Onion’s furniture will harmoniously blend to create spaces that feel like places you want to photograph and live in.

A SHINSEGAE CASA representative said, "The Onion showroom was planned so that customers can directly experience online-exclusive products offline and fully sense the various characteristics and values of the Onion brand through all five senses." They added, "Through this, we plan to communicate more closely with the MZ generation and further expand empathy and awareness of the brand." SHINSEGAE CASA’s 'Onion Showroom' can be visited at the basement level 1 of Casamia Bundang Seohyeon branch.