Hanssem, a comprehensive home interior specialist company, announced on the 30th that it will open the ‘Hanssem Design Park Songpa Branch’ at Le Pied Officetel near Munjeong Station in Songpa-gu, Seoul.
The Design Park is a large complex store showcasing Hanssem products and services such as furniture, home remodeling, and daily necessities all in one place. It offers total interior packages tailored to life cycles and apartment sizes, along with space-specific exhibitions and expert consultations for living rooms, bedrooms, studies, and children’s rooms.
The Songpa branch is the first Design Park store to apply the exhibition strategy revealed at last August’s ‘Creative Day.’ Collaborating with architectural design firm ‘Archimosphere,’ the store was redesigned from a product- and exhibition-centered space into a customer-centered experience, communication, and lifestyle space. Additionally, community elements were strengthened so that even customers who do not make purchases can visit comfortably. This strategy targets millennial customers who value autonomous living and experiences. Hanssem plans to continue evolving its stores in this manner going forward.
Unlike existing home furnishing stores that displayed products by fixed spaces such as bedrooms and living rooms, the Songpa branch is organized around thematic spaces. This setup allows customers to envision how they would live using the products. Accordingly, the Songpa branch features six themed Pairing Zones, including ‘Light Fantasy,’ which gives a mysterious afterglow; ‘Pattern Blues,’ expressing vitality through various patterns; and ‘Living Forest,’ conveying a restrained feeling through natural colors, where beds, sofas, dressing rooms, dining furniture, and other products are exhibited in complex arrangements.
The exhibition strategy of the Songpa branch is also applied to the ‘Archive Zone’ of the Rehouse store. In the Archive Zone, customers can directly combine products to create spaces. For example, in the ‘Remodeling Archive,’ customers can touch materials and explore their desired spaces by reading professional books. In the Storage Archive, built-in wardrobes and closets can be experienced. The Fabric Archive allows customers to compose spaces using Hanssem’s custom-made fabrics such as motorized blinds and curtains.
The Songpa branch also features a ‘Community Zone.’ ‘Cafe Jinjeongseong’ has opened in the Songpa Community Zone. The Community Zone is open to all visitors, allowing them to enjoy the store even without making a purchase. Hanssem plans to periodically change the brands and stores in the Community Zone to reflect seasonal and trend changes. Through this, they aim to provide differentiated customer experiences from the store entrance.
The Songpa branch incorporates ‘Omni-Channel’ technology that connects online and offline shopping experiences throughout the store. By clicking the QR codes attached to furniture and building materials displayed at the Songpa branch, customers can link to the products on Hanssem Mall. Using this feature, customers can experience not only the products displayed in the store but also those not exhibited through 720-degree virtual reality (VR). They can also place the experienced products in their homes in augmented reality (AR) form and conveniently make purchases.
Additionally, the Songpa branch applies the digital elements of the Design Park, including ▲‘Home Planner,’ where Hanssem’s expert ‘Rehouse Designers (RD)’ design and show 3D spaces based on tens of thousands of apartment blueprints nationwide, ▲‘Sample Scanner,’ which allows customers to view 3D rendered images by scanning product QR codes, and ▲‘Digital Coloring Zone,’ where customers can vividly experience changes in spaces such as kitchens and bathrooms through videos. Notably, the Digital Coloring Zone, previously applied only to kitchens, introduces its first bathroom zone at the Songpa branch.
Kim Yoon-hee, head of Hanssem’s Home Furnishing Business Division, said, “The Songpa branch is the first case of renewing exhibition spaces, which were previously filled with fixed messages and products, into customer-centered experience, communication, and lifestyle spaces under the concept of ‘From House to Life.’ Going forward, we will showcase Hanssem’s unique exhibition concepts, products, expert consultations, and services in various regions and enhance our omni-channel capabilities to differentiate customer experiences.”
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