Small businesses offer experiential spaces for customers

[Courtesy of Sumsei]

A growing number of small businesses in South Korea are opting for experiential stores to communicate their brand ethos, departing from the conventional focus on product promotion and sales in offline exhibition spaces and shops.

Sumsei Terrarium, which opened its doors in Seongsu-dong, eastern Seoul, in 2021, is an example.

Sumsei is a small household appliance company specializing in body dryers and candle warmers. It has taken a unique approach to its brand promotion.

Products are not displayed or sold at Sumsei Terrarium. Visitors are invited to remove their shoes and socks, exploring a pitch-dark cave by feeling the walls with their hands.

Following the cool sensation of gravel beneath bare feet, they arrive in a space where small candle lights and subtle fragrances coexist.

Here, only two candles and a dim light adorn the area. There are no instructions on how to purchase items.

Sumsei invested a total of 1 billion won ($750,000) for the space, aligning with their slogan, Nature anywhere, anytime.

The unique ambiance has made Sumsei Terrarium a hotspot on various social media platforms, and the company and its products gained increased recognition.

Similarly, in the trendy Garosu-gil area in Sinsa-dong, southern Seoul, TK&, a multipurpose cultural space by vegan cosmetics brand Talitha Koum, prioritizes art exhibitions over product displays.

The underground space features various artworks, including an illustration collaboration with artist Daria Song showcasing a white dandelion fairy.

TK& aims to provide a space for customers to enjoy diverse art and spend special moments rather than focusing on product sales, thereby naturally promoting its brand value.

Adding to this trend, furniture brand DESKER recently opened the DESKER Lounge Hongdae in Yeonnam-dong, northern Seoul.

The exhibition space focuses on the growth of individuals in their working environment, providing visitors with a workspace to experience.

Notably, there is no separate area designed to induce the purchase of DESKER products, emphasizing the brand’s commitment to creating meaningful experiences.

The moves of these small businesses align with the preferences of millennials and young adults who consume based on their values and beliefs.