Sensory Collaboration with Kimhekim SS25 Collection
"Enhancing High-Sensitivity Brand Image and Expanding Connections with Millennials and Gen Z"
Shinsegae Casa announced on May 15 that its sleep specialty brand Materasso is partnering with high-end designer brand Kimhekim to present the exhibition "Dreamer and the Bed."
Kimhekim is a high-end fashion brand founded by designer Kim In-tae in Paris, France, in 2016. The brand has gained attention for its unique style that combines the aesthetics of Korean tradition with the sensibility of French couture.
Shinsegae Casa's sleep specialty brand Materasso will showcase a dream bedroom space at the press day for the high-end fashion brand 'Kimhae Kim's SS25 collection, which runs until the 1st of next month. Shinsegae Casa
The concept of this exhibition is "A Space for Dreamers." By merging the dreamy aesthetics expressed by Kimhekim with Materasso's philosophy of quality sleep, the exhibition goes beyond simply showcasing products to offer a multisensory immersive experience. Within the bedroom space, which embraces a new beginning at the end of each day, the exhibition introduces Kimhekim's collection alongside Materasso's products, delivering the shared message of both brands: "the value of rest" and "the recovery of imagination."
The exhibition space, created by stacking five mattresses high, is inspired by Hans Christian Andersen's fairy tale "The Princess and the Pea." Between the mattresses, pearls?one of Kimhekim's signature elements?are placed to sensually represent the single pea hidden in the bed from the fairy tale.
Additionally, the exhibition features Casamia's signature bed series, including "MK," which captures the warmth of natural wood; "Raphael," which embodies the restrained beauty of French modern style; "Erne," which emphasizes curves and elegance; and a new, unreleased premium bed frame. Together, these pieces create a diverse array of "scenes of rest."
Shinsegae Casa's sleep specialty brand Materasso will showcase a dream bedroom space at the press day for the high-end fashion brand Kimhae Kim's SS25 collection, running until the 1st of next month. Shinsegae Casa
Shinsegae Casa aims to highlight its identity as a high-sensitivity lifestyle brand through synergy with high-end brands spanning fashion and art. The company also plans to propose new brand value to millennials, who prioritize self-expression and emotional connection, thereby expanding its customer base.
The exhibition will be open until the 1st of next month at the Kimhekim flagship store on Samcheong-ro, Jongno-gu, Seoul.
A Shinsegae Casa representative stated, "Although this collaboration brings together the disparate fields of fashion and furniture, the two brands, both of which delicately address the rhythm and senses of life, have created a unique synergy. Through this collaborative exhibition, which expresses Materasso's pursuit of 'better sleep and rest' in a more multidimensional artistic language, we will continue to strengthen our emotional connection with customers."
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