On Nonhyeon-dong furniture street in Seoul, with hands-on docent tours as well

Doubling the number of items and expanding the system furniture lineup, including kitchens and wardrobes

Hyundai Livart is accelerating the premiumization of its brand, unveiling a flagship store (an experiential showroom) for high-end imported furniture. The idea is to expand its premium sales network and capture the growing demand for ultra-high-end furniture and interiors ahead of the competition.

Hyundai Livart, a total interior company, has opened a flagship store for the Italian high-end furniture brand "GIORGETTI" on the furniture street in Nonhyeon-dong, Gangnam-gu, Seoul.

Giorgetti is a 123-year-old "uber luxury" furniture brand founded in Italy in 1898, boasting the longest history and tradition even in Europe, the home of the finest furniture. It is renowned for its original designs rooted in unrivaled woodworking craftsmanship. Hyundai Livart launched Giorgetti in August last year and currently operates showrooms at the Hyundai Department Store Trade Center branch and Pangyo branch.

This newly opened Giorgetti flagship store is the third store unveiled by Hyundai Livart, where customers can experience Giorgetti's entire range of categories, from home furniture such as sofas and dining tables to system kitchens. The store spans 700㎡ (about 211 pyeong).

The Giorgetti flagship store occupies a total of three floors, from one basement level to the second floor. Giorgetti products are showcased on the first and second floors, while the first basement level is configured as a "Design Lab" concept exhibition space where visitors can directly see, experience, and select imported premium interior building materials such as Italian ceramics and hardwood flooring.

In particular, Hyundai Livart significantly expanded the number of Giorgetti furniture items and the lineup with the opening of the new store. Along with more than 20 of Giorgetti's new 2022 products unveiled locally in Italy in the second half of last year, it is newly presenting system furniture such as the "walk-in closet" (WIC) and the "island kitchen." The total number of items nearly doubles from about 50 to about 90 compared to the existing showrooms.

Representative products include the fabric sofa "Vesper" (Vesper sofa, priced in the 38-million-won range), which emphasizes a free-flowing curved structure; the cabinet "Houdini" (Hounini Cabinet, priced in the 140-million-won range), designed with a built-in storage space inside a cylindrical solid-wood piece; and the uniquely round dining table "Enso" (Enso Table, priced in the 50-million-won range).

In addition, the store presents imported premium furniture as well as interior products, including the Italian premium kitchen furniture brand "ARAN," the Italian ceramic brand "FLORIM," and the Italian hardwood flooring brand "FIEMME."

Notably, it also introduces a "private docent tour" service that provides customized consultations and "interior curation" (selecting and editing items). For customers who make reservations in advance, the service will offer not only explanations of the products but also various commentary on the furniture, including brand history and design stories.

An official from Hyundai Livart said, "In addition to sourcing high-end furniture from overseas, we plan to collaborate with foreign designers within the year to additionally present furniture with original designs rarely seen in Korea," adding, "Going forward, we will continue to lead trends in the domestic furniture industry based on Hyundai Livart's differentiated premium furniture business capabilities that emphasize design."

▲ The "Giorgetti Move Chair," a modern reinterpretation of the classic rocking chair

▲ An interior view of the Giorgetti Trade Center branch displaying Giorgetti's signature chairs "Hug" and "Clop"