Interior brands flock to Seongsu-dong, aim to woo MZers

Interior brands flock to Seongsu-dong, aim to woo MZers

최초입력 2025.06.11 14:25:28

(Hyundai Livart)

Seongsu-dong, a trendy neighborhood in Seoul, is emerging as a hot spot for interior brands eager to engage the MZ generation with immersive experiences.
Hyundai Livart recently opened its first pop-up store in the district, which drew more than 1,800 visitors over the weekend. Rather than selling furniture directly, the store allows visitors to observe the furniture-making process from sketching to final assembly, showcasing the craftsmanship that goes into each piece. “I used to think furniture just came off an assembly line, but watching the design process made it feel like a work of art,” 28-year-old visitor Park Sung-jin said.
The pop-up also hosted a flea market featuring 12 local artisanal furniture and craft shops selling handmade items over the weekend. One-day classes, with a participation fee ranging from 10,000 to 20,000 won, allowed visitors to craft coasters, plates, and ceramics alongside artisans from the brand’s online craft shop.
Hyundai Livart explained that the pop-up was planned as an offline event to communicate its brand values and engage with the MZ generation. The company said it was responding to the generation’s growing spending power, noting that sales at its “Trendy Line” overseas furniture shop increased sevenfold in 2024 compared to the previous year thanks to a curated selection of furniture and accessories tailored to MZ tastes. The store’s average monthly sales rose by 40 percent from January to April 2025.
MZ consumers, known for their brand loyalty and appetite for customization, are driving this change.
Office furniture brand Fursys is also targeting young consumers in Seongsu-dong, launching a pop-up campaign under the theme “Real Me at Office.” The event, targeting 25- to 35-year-old office workers, features interactive experiences based on big data analysis of work styles. An online “Real Me Test” attracted around 40,000 participants, with more than 10,000 people visiting the pop-up.
More interior brands are collaborating with fashion brands to attract MZ generation consumers whose curiosity often turns into loyalty.
Shinsegae Casa’s premium sleep brand MATERASSO recently hosted a unique mattress exhibition in collaboration with popular designer Kimhekim, capturing the attention of younger consumers with an art-inspired, whimsical display.
For its part, LX Hausys attracted over 16,000 visitors to its pop-up in Bukchon earlier in 2025 by partnering with OUWR, who designed hanboks for Blackpink. The store featured clothing displays using wallpaper patterns and offered personalized fashion photo shoots that were especially popular with younger visitors.
An industry insider noted that one- and two-person households are less affected by the real estate slowdown and more willing to invest in personal tastes and experiences. “The interior industry’s push to reach MZ consumers will likely continue as this demographic grows increasingly influential,” the source said.
[ⓒ 매일경제 & mk.co.kr, 무단 전재, 재배포 및 AI학습 이용 금지]

매일경제

Interior brands flock to Seongsu-dong, aim to woo MZers

많이 본 뉴스