Located on Eonju-ro in Gangnam-gu, the four-story experiential showroom helps consumers understand the products firsthand

Häfele Korea Co., Ltd., the Korean arm of the German furniture and architectural hardware company, has opened a new brand showroom on Eonju-ro in Gangnam-gu to expand its customers’ opportunities to experience its products.

Häfele (HÄFELE), a global leader in furniture and architectural hardware, is headquartered in Germany and marks its 100th anniversary this year. Through the brand showroom, Häfele Korea sought to create an exhibition space that leads trends by concept, aiming to deliver a continuous and positive ‘customer experience.’

The Häfele Brand Showroom is located on Eonju-ro, where building-materials stores are concentrated, and consists of four floors in total. First, the third floor, where visitors can find inspiration for smart living, applies each product to a real residential space, unfolding Häfele’s ‘philosophy of the home’ as an experience zone. From kitchen furniture and built-in wardrobes to desk-cum-bed furniture that maximizes efficiency in tight living environments, sliding partition doors, bathroom materials, folding doors, and lighting, Häfele hardware is applied to the furniture and products we use every day, providing a range of convenience and functionality. It is an effective space where visitors can experience firsthand just how much hidden elements can make our daily lives more convenient.

On the second floor, visitors can experience comprehensive solutions organized by furniture function. Together with Häfele Loox lighting, which enhances the aesthetic beauty and added value of furniture, the space offers inspiration for smart solutions. In particular, Häfele’s diverse hardware is installed by type, making it easy to understand the differences between individual products and providing decisive help for buyers in specifying the exact hardware they want.

The first floor displays architectural handles and furniture handles, along with a wall display recalling Häfele’s 100-year history. The first basement level houses the Häfele Academy, a space where Häfele trainers provide instruction in person, and the Häfele Shop, where visitors can purchase the products that inspired them.

Stefan Huber, CEO of Häfele International Business and Managing Director of the Korea branch, explained, “With so much now digitized, you can check product details such as color, size, and specifications online, but you cannot touch and experience them in person,” adding, “When you visit the Häfele Brand Showroom, you can experience a wide variety of products and solutions firsthand.” Managing Director Huber further emphasized that the showroom was opened with the aim of offering a continuous and positive customer experience.

Häfele is a multinational company that began in 1923 in the Black Forest of southern Germany. Today, more than 8,000 employees work in over 50 countries, and the company connects with Häfele customers in more than 150 countries worldwide. As a leader in furniture and architectural hardware, electronic access control systems, and lighting systems, Häfele develops and supplies furniture and architectural hardware for a wide range of purposes. Most products are developed and manufactured at Häfele’s own production and development plants across Europe, while other products are also developed and produced according to Häfele’s engineering expertise at the plants of key supply partners around the world.

Häfele Korea said, “One of the success factors of the Häfele brand is the intimacy built with customers through a business that has evolved to meet customers’ diverse needs in line with the local market, and this is our top priority,” adding, “In 2023, as we mark the 100th anniversary of our founding, we will take it as an opportunity not only to look back on the past with pride but also to look further ahead to the future.” 02-2041-5410

▲ A display wall on the first floor showing Häfele’s 100-year history at a glance

▲ On the third floor, each product is applied to a real residential space, unfolding Häfele’s ‘philosophy of the home’ as an experience zone.


▲ The kitchen furniture display space on the third floor. A pivot sliding door installed in the center of the wall can be opened and closed as needed, allowing for a clean, tidy kitchen presentation.


▲ The interior of the pantry cabinet is designed with easy-to-use hinge-type pull-out units.

▲ Pull-out table


▲ The built-in wardrobe furniture display space on the third floor. Hardware is fitted so that the wardrobe lift (clothes rail) at the top can be conveniently pulled down, and ‘Loox’ lighting with adjustable colors is installed behind the furniture to create a safe yet atmospheric space. Loox is LED strip lighting; the profiles, chosen according to their intended use, distribute the light source evenly, and their minimal design allows them to be applied to furniture almost invisibly.



▲ The ‘Lighting Pad Lounge’ installation space on the third floor. The Lighting Pad Lounge, a lighting and sound solution, is a ceiling-mounted downlight that offers a range of color temperatures from 2,700 to 4,000K through its dimming function. It also features a variety of direct and indirect light components, allowing infinite lighting moods to be set to suit each situation.

▲ The folding bed space on the third floor. Even without clearing the items off the desk, pulling the desktop upward converts it into a bed space. It is well suited for making efficient use of small spaces.

▲ On the second floor, visitors can experience comprehensive solutions organized by furniture function.

▲ Corner cabinet on the second floor

▲ Sliding door on the second floor

▲ Loox lighting and Free Space on the second floor

▲ Door on the second floor

▲ Auro Paint on the second floor

▲ The furniture and architectural handle display space on the first floor

▲ The door accessory display space on the first basement level

▲ Häfele Academy on the first basement level