Simmons Terrace draws 2 million visitors, becomes K-pop and ad filming destination

Simmons Terrace, a cultural complex run by mattress brand Simmons in Moga-myeon, Icheon, Gyeonggi Province, has surpassed 2 million cumulative visitors. The milestone is drawing attention as a case study in how a brand showroom in a village of roughly 4,000 residents has grown into a regional landmark and content filming destination attracting hundreds of thousands of visitors each year.

Simmons opened the terrace in September 2018, near its headquarters and the Simmons Factoreum production facility. Rather than limiting the space to displaying beds and sleep products, the company has operated it as a mixed-use cultural venue combining exhibitions, markets and cultural events.

The response was swift from the start. In its first year alone, Simmons Terrace drew more than 100,000 visitors through a children's exhibition featuring artist Jung Jollyang, a direct-trade farmers market, and a Christmas tree and illumination event.

Exhibitions and events have continued consistently since then. The venue has hosted a range of shows — "RETRO STATION," "Reality Bites," "HIP-POP," "Virtual Jetty" and "Oddly Satisfying Video" among them. The farmers market and Christmas illumination events have become fixtures with a local ESG festival character.

Visitor numbers have grown quickly. Simmons Terrace crossed the 1 million cumulative visitor mark in 2023, five years after opening, then added another million in roughly two years. Total cumulative visitors now stand at approximately 2 million.

The impact on the surrounding area has been considerable. Moga-myeon, where Simmons Terrace is located, has a population of around 4,000 — making 2 million visitors an extraordinary figure for a community of that size. The venue has become one of Icheon's most talked-about destinations, driven largely by younger visitors sharing reviews on social media. Related hashtags on Instagram have exceeded 125,000 posts. The space draws visitors as a photography destination, and the combination of brand exhibitions and seasonal events has kept it consistently visible online.

The complex has also become a sought-after filming location for corporate advertising and content. Simmons Terrace has been used as a backdrop for TV commercials and campaigns by brands including KB Insurance and Kia. Word of mouth as a K-pop music video and advertising shoot destination has further cemented its status as a local landmark well beyond a conventional brand showroom.

The rise of Simmons Terrace reflects a broader shift in how the furniture industry views physical spaces. The venue has bundled brand experience, exhibitions, community engagement and social media reach into a single location. Industry observers note that the channels through which consumers encounter brands have expanded beyond store visits and advertising to encompass exhibitions, hands-on experiences and social media content.