Simmons Bed Opens 'Beautyrest 100th Anniversary Pop-up Store'

Ongoing at Shinsegae Department Store Centum City Until October 3

Simmons announced on the 25th that it has opened a ‘Beautyrest 100th Anniversary Launch Pop-up Store’ on the 1st floor Centum Plaza of Shinsegae Department Store Centum City in Busan.

The Daegu branch pop-up, held from the 27th of last month to September 14th, was visited by more than 10,000 people over about three weeks. Following the Centum City branch, the pop-up will move to Shinsegae Gangnam branch starting October 11th.

The 'Beautyrest Launch 100th Anniversary Commemorative Pop-up Store' set up at Shinsegae Centum City. (Photo by Simmons)

Beautyrest means ‘beautiful rest’ and was born in 1925. In the same year, Simmons obtained the world’s first patent for a pocket spring manufacturing machine, leading the popularization of beds through mass production.

Recently, Simmons introduced a ‘new Beautyrest product’ applying ‘vanadium’ to POSCO-produced hot-rolled steel for the first time in domestic manufacturing and production, one year ahead of the 100th anniversary of the Beautyrest collection launch. Vanadium increases the strength and temperature stability of steel and alloy steel, offering excellent flexibility, elasticity, and durability. It also withstands extreme conditions such as high pressure and high temperature, making it widely used as a special material in aerospace engineering technology.

At this pop-up store, visitors can experience the new Beautyrest collection featuring vanadium pocket springs. The new product reinterprets the design of the 1920s Beautyrest fabric from a design perspective.

Additionally, a ‘sitting zone’ utilizing vanadium pocket springs is set up where customers can sit and experience the significantly improved durability firsthand. Simmons’ vanadium pocket springs have undergone durability tests compressing the springs up and down more than 200,000 times a day, and even after over 10 million cycles, they do not break, showing vastly improved durability compared to previous models, enabling semi-permanent use.

Moreover, the pop-up store features a ‘spring durability tester’ and a ‘rolling tester,’ allowing visitors to witness Simmons beds’ extreme tests that exceed national certification standards.