chair store in seoul creates tailored ‘sitting experience’ to help buyers find their perfect fit

betwin space completes sidiz flagship store in seoul

In Seoul, Korea, Betwin Space creates the SIDIZ flagship store as a tailored ‘sitting experience’ to help buyers to find their perfect chair match. Throughout, the space embodies the brand’s refined design sensibilities, high-tech craftsmanship, and rationalist philosophy, as expressed in the muted color palette, contemporary materiality, and centralized spatial layout encouraging visitors to engage with the products. The spacious ‘sitting experience’ showroom displays SIDIZ’s ergonomic chairs in a formulaic arrangement, accompanied by bespoke tables, sleek fitted lamps, and digital screens for product-specific information search, which together allow shoppers to slow down and focus purely on the act of sitting. This arrangement emphasizes an experience of the quality of the seats, helping shoppers to carefully select a design that best suits their body type and taste.

the ‘sitting experience’ showroom | all images courtesy of Betwin Space

a ‘sitting experience’ zone helps customers find comfort

SIDIZ is a leading brand that primarily manufactures and sells high-quality ergonomic chairs. With a key focus on encapsulating their brand expertise and functional essence into a spatial design, Korean design group Betwin Space integrates a ‘sitting experience’ showroom defined by a sleek, contemporary design that elevates the familiar, daily act of simply sitting in a chair. As visitors enter the spacious centralized hall, they are met with rows of 12 chairs neatly aligned in a grid-like formation. Accompanied by bespoke motion desks and lamps that evoke memories of sitting at a workstation, the displays encourage users to simply focus on getting comfortable in the seats and engage with the products. The desks have been created by Betwin Space with a muted tone and understated shape that accentuate the chairs as the protagonists of the display set-up. Emanating a warm glow, metal stand lights are fitted atop the desks, while transparent acrylic lights suspend from the ceiling to spotlight the chairs and illuminate the showroom.

tubular lighting and modern materials create a museum-like space

Enlivening the minimalist interior, several visual elements engage in a sophisticated play of linear dimensions. Exposed lighting fixtures on the ceiling, silver drapery spanning the walls, geometrical patterns on the carpeting and seats positioned facing forwards, together draw the visitors’ eyes naturally towards the focal media wall at the edge of the space. The large digital screen portrays elegant visual displays and background music to enrich the mundane acts of shopping and sitting and create a memorable experience for shoppers. 

linear elements draw the eye to an immersive media wall that crowns the space

embodying brand values through spatial design

‘We focused on providing a memorable and personal experience beyond the simple experience of purchasing a product,’ explains the team at Betwin Space. With a goal to help customers find their perfect fit, the design ideology for the SIDIZ flagship store seeks to prioritize the consideration of comfort when purchasing a chair. As such, the team emphasizes SIDIZ’s high-tech ergonomic design and creates a tailored shopping experience. Visitors are encouraged to sit in the seats, find their perfect fit, and imagine themselves in a familiar daily routine using the products. Moreover, along each motion desk, a product-specific information search tablet assists the user to explore their own requirements and see how they align with the product’s features. The feature outlines guidelines on correct posture, product-specific functions, detailed fitting options and styling tips, and also allows the chairs to be purchased directly in a one-stop process.

bespoke motion tables have been designed by Between Space to complement and elevate the chairs

large silver curtains add linear dimension to the space

the workstation-like set-up encourages shoppers to slow down and focus on the quality of the products

Between Space completes the contemporary SIDIZ flagship store in Seoul, Korea

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project info:

name: SIDIZ Flagship Store
designer: Betwin Space
location: Seoul, Korea

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edited by: ravail khan | designboom