On the 10th, upon entering the 3rd-floor "Hino's House" at LX:ZIN flagship in Nonhyeon-dong, Gangnam-gu, Seoul, the green-tiled floors and wallpaper immediately caught the eye. Inside, mint-colored kitchens, living rooms, bathrooms, laundry rooms, and dressing rooms followed one after another. This is a space called "Discovery of Taste," where LX Hausys, together with Hino Consulting Firm CEO Noh Hee-young (brand ambassador), relocated an existing 38-year-old apartment as it was.
Especially in the main area, "Hino's Kitchen," Noh (CEO)'s preference for green was immediately apparent. LX Hausys developed "Hino Green" and "Hino Mint" colors together with Noh (CEO), applying them to representative products such as Hyymax countertops. For Noh (CEO), who calls their kitchen a laboratory, they also created storage furniture combining sliding and swinging functions.
The dressing room, reflecting a lifestyle with frequent business trips, also drew the attention of many visitors. They created a "Travel Pantry" that can hold multiple travel suitcases of different sizes and installed Editone flooring on the ground, which is resistant to dents and moisture.
Surprisingly, the area that received the hottest response was the laundry room. Detergent and laundry baskets next to the washing machine were placed at a height easy to reach, and clothes requiring natural drying were optimized to be hung right there. Visitors took photos while resonating with the details reflected in this often-neglected laundry space on one side of the house.
According to LX Hausys, the process of finding your own interior design from favorite colors and designs to daily lifestyle habits is what they call "Discovery of Taste." Lee Hye-jin, deputy manager of the LX:ZIN flagship, said, "If customers tell us the colors and designs they want, it is up to the designers to implement functional details based on that," adding, "Simply changing a swinging door to a sliding door can make the space feel wider."
If the 3rd floor is a space for discovering taste, the 2nd floor allows visitors to directly combine hundreds of LX Hausys' interior materials. Materials used in "Hino's House," including wallpaper, flooring, windows, and Hyymax countertops, are separately marked. Since the same material can appear different in color depending on lighting and angles, it was common to see people trying out actual samples under various lights.
The Gangnam LX:ZIN flagship is a base for LX Hausys, which is strong in B2B (business-to-business) transactions, to expand its consumer touchpoints into the B2C (business-to-consumer) market. Even on this day, visitors included not only construction and design industry professionals but also couples who came to examine products and touch materials. As the construction industry faces a downturn, B2C sectors such as remodeling of existing apartments have become areas where the interior industry is competing fiercely.
Since launching the "Discovery of Taste" campaign, the age groups visiting the flagship have diversified. Previously, there were many young couples in their 30s, but recently, visitors in their 40s and 50s have increased significantly. The average daily number of visitors this month has increased by more than 30% compared to last month, and a YouTube video documenting Noh (CEO)'s existing apartment remodeling process has surpassed 2.07 million views.
This deputy manager emphasized that in an era where interior products can be easily found online, the role of offline showrooms is "verification." He stated, "Even if you think it suits your taste, it often looks different from reality depending on how it is styled," adding, "Even those who have already signed construction contracts visit this place to verify how it will look when actually built."
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