[Report] "Ohouse Comes to Bukchon"... Inside the First Permanent Showroom 'Off.house'

Temporary Opening from the 16th to 19th, Officially Open to the Public on the 20th
Real User Rooms from the App Recreated, QR Code Linked Purchases
"Beyond Pop-ups: An Experiential Showroom... Promoting K-Living"

"We recommend starting your tour from the third floor."

As I arrived at the entrance of the building, a staff member greeted me with this suggestion. It was more than just a simple direction for the tour route. This order best demonstrated that Ohouse is an interior platform that began with people sharing their own rooms. As I descended each floor, the natural progression of how this platform has expanded became clear. The layout felt as if the online world of Ohouse was being brought out into the real world of Bukchon, one space at a time.

On the afternoon of July 16, a special space opened in Bukchon Hanok Village, Jongno-gu, Seoul. This is 'Off.house' by Ohouse, an interior platform. Unlike the previous one-time pop-up showrooms Ohouse has presented, Off.house is a permanent offline showroom. It spans four floors, from basement level 1 to the third floor above ground, with each floor covering about 165 square meters. The name signifies that it is the offline version of the online service 'Ohouse.' This day marked the first day of a soft opening, with access granted to only a select few.

Off.house by Ohouse located in Bukchon Hanok Village, Seoul. Ohouse

The first stop, the third-floor 'Creator Atelier,' is the core of Off.house. It faithfully recreates the actual rooms of six of the most popular users from the Ohouse app. Each partitioned area was decorated in a different style. Every room was equipped with a four-cut photo booth, allowing visitors to take commemorative photos with the displayed rooms as their backdrop.

Notably, each product on display had a blue plus (+) tag, just like those seen in the app. When flipped, a QR code appeared. Visitors could scan this code and purchase the product immediately through the linked app screen. Lee Juyeon, an office worker in her 30s, said, "It feels like I've stepped inside the Ohouse app," adding, "I want to decorate my room using the interior ideas I saw at Off.house."

The 'Creator Atelier' located on the third floor of the building is a space that faithfully recreates the actual rooms of six popular users from the Today’s House app.

The second-floor 'Styling Studio' was filled with products from Ohouse’s original furniture brand 'Layer' and items from Binary Shop. Especially at the entrance, a traditional Hanok roof could be seen beyond the folding door on the left, while a modern interior unfolded on the right, creating the impression of two eras coexisting. An Ohouse representative explained, "Bukchon is a place where tradition and modern sensibilities harmonize, and there are many foreign tourists, making it a natural setting to promote 'K-Living.' That is why we chose Bukchon over Seongsu or Hannam for Off.house."

Deeper inside the space, there was also the 'Ohouse Kitchen.' Using premium materials from LX Hausys, the kitchen can be installed exactly as displayed, at a reasonable price by eliminating intermediate distribution channels. Jung Seungah, a female office worker in her 30s, said, "Seeing furniture in person that I had only seen online made it much easier to make a purchase decision," and added, "The space was impressively arranged, just like a model home for a 112-square-meter apartment."

On the second floor in the 'Styling Studio,' a traditional Hanok roof can be seen beyond the folding door on the left, while modern interiors such as 'Onerulzip Kitchen' blend on the right. Photo by Choi Hokyung

The first-floor 'Brand Connect' is a space for various brand pop-ups and exhibitions. On this day, the global lighting brand 'Artemide' was holding a pop-up event in collaboration with the Netflix drama 'Squid Game.' Ohouse plans to use this space as a stage for future collaborations with partner companies. An Ohouse representative explained, "If the third floor is a space created by app users, the second floor is curated by Ohouse, and the first floor is designed by our partners."

Descending the stairs to the basement level 1, it felt like stepping into a 'room of light and mirrors.' This 'Library' is an exhibition zone where one of Ohouse’s many categories is selected and related products are spotlighted. The first theme chosen was 'lighting.' Columns arranged in two rows across and four rows deep, along with wall displays, were densely filled with lights of various sizes and colors. Full-length mirrors attached to the columns enhanced the sense of openness in the space.

Various lights are displayed in the basement level 1 'Library,' and a full-length mirror enhances the sense of space. Photo by Choi Hokyung

Off.house will officially open to the public on July 20. Off.house will be redesigned with a new theme each quarter. For holidays such as Christmas, exhibitions tailored to the occasion are also being considered. An Ohouse representative said, "Our goal is to provide customers with more experiences and positive brand interactions by connecting online and offline channels."