Porro continues its expansion in the East with the opening of a new showroom in the heart of Gangnam, the most exclusive area of Seoul, a vibrant and cosmopolitan city, following those in Jakarta, Kuala Lumpur, Chongqing, Xi’an, Shanghai, Beijing and Shenzhen. Located south of the Han River, Gangnam is a prime vantage point for all that is trending in South Korea.
The showroom is located on the ground floor of a rigorously designed building and is part of the You&Us multi-store. The interior is defined by wall partitions that suggest areas of a home: dining room, relaxation area, bar area, dressing room and bedroom (with pieces designed by Piero Lissoni, Christophe Pillet, Front, Carlo Tamborini, Gabriele e Oscar Buratti, GamFratesi, Nicola Gallizia and CRS Porro). An environment where the Italian brand is able to share its vision of living.
“Here in Seoul, we have reversed the usual display concept of our stores around the world. For the first time, we are testing abroad what we have only used in our flagship store in Milan: a theatrical space where the idea of home is barely hinted at,” explains Maria Porro, Marketing and Communications Director of the family-owned company. “We believe that the Korean public, accustomed to abstraction and with a strongly contemporary aesthetic, will be able to read in this rarefied space the possibility of designing their ideal home through a customized project capable of giving voice to different tastes and cultures.”
