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A Living Showroom

FRITZ HANSEN KOREA – Soo Hyun Lee, country manager

The Fritz Hansen Lounge serves as both a showroom and an office space. Employees use the space every day for work and host clients and visitors, sitting in the various lounge spaces and putting Fritz Hansen designs to use and enjoyment. 

Q I am curious about the opening of the Fritz Hansen Lounge.
For 10 years, Fritz Hansen has steadily established and maintained a strong retail presence in Korea, but our contract business is just beginning. 

For client projects with architects and professional designers, we needed a space to show our products and collaborate. The Fritz Hansen Lounge is designed to fill this need and reflect Fritz Hansen’s direction and philosophy. 

Q Fritz Hansen Korea has collaborated with Big Lights natural wine and Tetu from the showroom. Tell us about that. 
Natural wine production and Fritz Hansen share values: history, natural materials and production processes, and the philosophy of the makers. The natural wine market in Korea has grown rapidly over recent years. In Denmark, it has been a part of the food and beverage culture for some time. So, this seemed like a timely and value-driven collaboration from the start. 

It is also nice to have two great examples of our furniture in use just upstairs from the showroom, serving high quality product with organic integrity. 

Q Did you pay any special attention to the 1st floor showroom and office space?
We really came at this space with a Korean perspective and a Fritz Hansen perspective, working with colours and layouts that we believe our local customers will enjoy. We were able to create four lounge areas for both business meetings and relaxation within this first-floor space.

We worked closely with our Asia CEO, Dario Reicherl, to build the Fritz Hansen Lounge and the collaborations within the building. We knew it was a special opportunity to have neighboring businesses upstairs with such strong reputations within food and natural wine. 

Q How did you select furniture?
We created the Fritz Hansen Lounge primarily for contract business (B2B) with products that show the history and spirit of Fritz Hansen. That includes the Egg™ chair and the Swan™ chair by Arne Jacobsen and Poul Kjærholm’s PK series. 

In the showroom, we have also used Vico Duo chairs released in 2020 to commemorate the 100th anniversary of Vico Magistretti, Jaime Hayon’s Lune sofa for a warm sensibility, and Via 57 chairs. We were able to create different styles of lounge areas. 

The space also features artwork and prints by Guk Hwa and photographs by Kim Jae-hoon. These are truly unique editions that complement the furniture well. 
The showroom and office are separate, but they are both work and meeting spaces where employees and clients can experience Fritz Hansen designs together. The goal is inspiration.  

Q Could you describe the character of Fritz Hansen?
The value of Fritz Hansen design and craftmanship has been continuously demonstrated for more than 160 years. It is an honest brand with a very long history. 

Quality is meticulously adhered to, also the belief that some designs are genius and can remain relevant for a very long time. This is the philosophy of the original designers, and it is a philosophy that is firmly ingrained in Fritz Hansen craftsmanship.

Q Showrooms are evolving in various ways. What should a showroom look like today?
Showrooms should be places that shows brands’ product quality, not just large quantities of product. Showrooms should inspire.  

We hope that the Fritz Hansen Lounge will be a space that inspires architects, designers, and all our visitors. The special collaboration that we have undertaken with Big Lights and Tetu creates a unique cultural experience. The process of creating this showroom has been inspiring, so we believe that will be passed on to our customers. 

The image features Soo Hyun Lee, Fritz Hansen Country Manager, Korea.  

FRITZ HANSEN KOREA – Soo Hyun Lee, country manager
The exterior og Fritz Hansen's FH Lounge in Seoul, South Korea
32-49 Hannam-dong

Design & Natural Wine in Seoul

Natural wine and design collaborations within a single building
See reference