Participation in the '2025 Seoul Living Design Fair'
100th Anniversary Booth Unveiled
"Virtually Usable Semi-Permanently"
Cafe Recreating American Vibes Also Prepared
"What is that? Isn't it a bed?" "Is it really okay to roll such a heavy object like that?"
On the 27th, people passing by a red cabin located in the middle of the Seoul Living Design Fair exhibition hall at COEX in Samseong-dong, Seoul, stopped one after another with such reactions. Unlike most booths, which were designed to guide visitors inside through separate entrances, this booth was designed with an open structure that naturally caught the footsteps of passersby.
This place is a booth set up by Simmons to commemorate the 100th anniversary of the mattress collection 'Beautyrest.' As it has been loved for 100 years, it was decorated with the concept of a cozy home, expressing the will to "provide comfort to customers for the next 100 years."
Inside the cabin located in the center of the booth, a hexagonal cylindrical roller was continuously rolling over the Beautyrest mattress. This product is a new release by Simmons to celebrate its 100th anniversary this year. According to the company, it is the first in domestic manufacturing and production to apply vanadium (VANADIUM) pocket springs made of Posco high-strength steel wire, making it semi-permanently usable.
This cylindrical roller weighs as much as 140 kg. Simmons observes the wear of the mattress fabric and the deformation or damage of the springs as it rolls at a speed of 15 times per minute. It conducts spring durability tests more than 200,000 times a day, totaling 10 million times, undergoing a verification process stricter than the national official standards. This is why Simmons confidently uses the expression 'semi-permanent use.'
A Simmons representative explained, "You can think of it as moving the sleep research R&D center of our own production system 'Simmons Factorium' in Icheon, Gyeonggi-do."
Booth set up by Simmons at the '2025 Seoul Living Design Fair' held at COEX, Samseong-dong, Seoul, until March 2. Photo by Lee Sung-min
Next to the Beautyrest booth, another space by Simmons was prepared. It is the ‘Simmons Grocery Store’ with a fishing club concept. While the Beautyrest booth was designed inspired by Disneyland, this place captures the sensibility of DisneySea. The display, shaped like a boat, sold drinks and bungeoppang (fish-shaped pastry), and behind the caf?, unique souvenirs such as lobster dolls were displayed. It seemed to perfectly replicate the American vibe of the Simmons Grocery Store Sinsa branch.
Booth set up by Simmons at the '2025 Seoul Living Design Fair' held at COEX, Samseong-dong, Seoul, until March 2. Photo by Lee Sung-min
The largest domestic living exhibition, the ‘Seoul Living Design Fair,’ held in COEX Halls A, B, C, and D until March 2, was themed this year as '2025 Life White Paper: The Romance of Life.' It was not just a simple furniture exhibition but suggested a direction reflecting individual values and ideals within the space called ‘residence.’
In the brand exhibition hall, over 500 companies leading domestic and international living trends participated with 1,853 booths. Furniture, home appliances, lighting, kitchen & tableware, interior materials, accessories, and gardening items were exhibited.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
