German premium built-in home appliance brand Bosch officially opened a premium built-in showroom on Nonhyeon-ro in Gangnam-gu, Seoul, on February 13, in partnership with its official distributor in Korea, Haatz.
This showroom reflects Bosch's global brand philosophy, "Invented for Life," in its spatial design, offering an immersive brand experience that encompasses not only product technology, but also emotional design and lifestyle.
According to a representative from Haatz, Bosch's official distributor in Korea, the showroom was conceived under the concept of "technology that focuses on essence instead of splendor, embodying Korean aesthetics," by combining Bosch's function-oriented design philosophy with Korea's unique aesthetics of empty space and understated beauty. The interior incorporates elements that reflect traditional sensibilities, such as Hanji lighting and lattice-patterned flooring, creating a differentiated space where restrained German design harmonizes with these features.
At a pre-opening event held before the official launch, a Bosch representative said, "This showroom goes beyond a simple exhibition space and serves as a symbol of Bosch's long-term commitment to the Korean market and its trust-based partnership with Haatz," adding, "Korea is a very important reference market within Asia, and through this space Bosch aims to engage more deeply with the daily lives and kitchen culture of Korean consumers."
Located at Exit 4 of Hakdong Station, the Bosch showroom is organized into a total of five zones that reflect real kitchen layouts: an oven zone, an island zone, a dishwasher zone, an induction zone, and a system zone. Around 30 key Bosch built-in appliances, including dishwashers, coffee machines, ovens, and induction cooktops, are displayed in line with lifestyle flows, and most of the products are fully operational so that visitors can directly experience product performance and usage in a realistic environment.
Among the key exhibits is the flagship model "PXX895D66E," the top-spec product in Bosch's induction lineup. This model is equipped with Bosch's core cooking technologies, including DirectSelect Premium touch control, FlexZone, the PerfectCook sensor, and the PerfectFry sensor, supporting precise temperature control and flexible use of cooking space. In addition, features such as the PowerBoost function, automatic pan detection, and multi-level keep-warm settings enhance user convenience, earning it recognition as a premium built-in cooking solution that combines both design excellence and technological sophistication.
The showroom will be operated by Haatz and is planned to serve as a hub that conveys the brand philosophy and user experience, going beyond simple product introductions. Visitors can directly try out product functions in the showroom and receive guidance on product combinations and installation configurations tailored to their individual kitchen layouts and usage patterns through consultations with experts.
A Bosch representative stated, "This showroom is the space where you can most intuitively experience the technological innovation and philosophy of life that Bosch pursues," and added, "Based on our close collaboration with Haatz, we will continue to strengthen our position in the premium built-in home appliance market."
A representative from Haatz who participated in building the showroom said, "The Bosch showroom is designed as a space where visitors can directly experience the new kitchen lifestyle proposed by premium built-in home appliances, going beyond simple product display," and added, "Haatz will continue to expand customer-centric experiential spaces through ongoing collaboration with Bosch."
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