Mattresses priced at 10 million won and up fly off shelves at Materasso's new Nonhyeon flagship

More people are investing in better sleep. Sleep disorders are on the rise, and the trend of prioritizing rest and recovery has taken firm hold. To capitalize on the shifting sleep market, Shinsegae Casa has opened a 660-square-meter flagship store in Nonhyeon-dong, Gangnam-gu, Seoul — three years after launching Materasso as a standalone premium sleep brand.

Stepping into Materasso Flagship Nonhyeon on June 26, visitors are immediately greeted by a forest-inspired interior and a distinctive scent. Warm wood finishes blend with a diffuser fragrance developed by Casamia, creating a calm and cozy atmosphere.

The ground floor features a showroom furnished with Casamia pieces alongside bedding, sleepwear and bath products. Beyond Materasso and Casamia's own lines, the store carries curated products from specialist brands including Jaju, Joseon Hotel, Aromatica and La Bouquet — each selected for its contribution to better sleep. A Materasso-exclusive Joseon Hotel bedding line is also available, with sets ranging from 800,000 won to 1 million won ($647) depending on size.

"This is a place where you can take care of everything you need for sleep in one visit," a Materasso representative said. A dedicated fitting area lets customers try on sleepwear, and staff say pajamas have become a particularly popular item among recent visitors.

The ground-floor showroom also draws the eye with an array of stylishly designed bed frames — a showcase of Casamia's design strengths. Nightstands, dressers and other bedroom furniture are displayed alongside the beds, offering a ready reference for anyone planning a bedroom refresh.

The basement level is dedicated to experiencing Materasso's full mattress lineup. Customers can lie down on beds arranged by firmness — soft, medium and hard — and choose the option that suits them best.

The standout space on this floor is the Heritage line, Materasso's luxury mattress series. Visitors can try out mattresses priced above 10 million won and examine cross-sections showing the internal construction of each model.

Despite price tags ranging from 10 million won to 13 million won, the Heritage line has seen steady sales growth. Demand for premium sleep products has held up even amid a broader economic slowdown, as more consumers choose to invest in rest. Shinsegae Casa says Heritage Collection sales rose 26 percent year on year.

The mattresses incorporate a material made from horsehair — specifically the shorter fibers combed out and collected by hand, then processed into what is known as a natural spring. The material offers strong breathability, helping the mattress maintain a fresh, comfortable feel over time.

"This space has everything needed for deep sleep — from temperature and airflow to lighting," a Materasso representative said, adding that the brand plans to expand its experiential store format nationwide this year so customers can feel the value of "recovery" for themselves.