A flagship showroom in Pangyo for the South Korean branch of Cellini, a furniture brand from Singapore. The brief was to turn a large open floor into a calm, residential-feeling space where customers can experience sofas, beds and dining collections the way they would live with them at home.
The plan is organised as a sequence of room-like vignettes rather than rows of product. Arched timber portals and a perforated wooden screen divide the floor into living, dining and sleeping zones, giving each collection its own setting while keeping long views across the showroom.
A restrained palette of warm oak panelling, soft plaster-toned walls and continuous cove lighting lets the upholstery take the lead. Material walls such as “Beyond Skin Deep” and “Easy Clean” explain leather and fabric performance at the point of decision, so the story of the product is told within the space itself.
Hospitality touches, including a timber coffee counter and quiet seating corners, encourage visitors to slow down, sit and compare. The result is a showroom that feels less like a store and more like a series of well-furnished homes.
