LX Hausys unveils 'Discovery of Taste' exhibition space to capture fall interior season

LX Hausys has unveiled a new exhibition space themed "Discovery of Taste," targeting demand during the fall interior decoration peak season.

The company announced Tuesday that it has opened the "Discovery of Taste" exhibition space — featuring kitchen and living room settings — at its LX Z:IN flagship store in Gangnam-gu, Seoul.

The concept behind "Discovery of Taste" is to reflect individual preferences in every detail of a space — from product colors and materials to textures and finishes — rather than simply following trends. The focus is on creating spaces unified by a single personal aesthetic, rather than selecting walls, floors, windows and kitchen elements as separate, unrelated products.

LX Hausys named branding expert Noh Hee-young, chief executive of Hino Consulting Firm, as the first brand ambassador for the "Discovery of Taste" initiative. Working with Noh, the company furnished the third floor of the LX Z:IN flagship with residential spaces including a kitchen, living room, entryway, laundry room, dressing room and bathroom.

The kitchen features a newly developed green-toned color palette called "Hino Green & Mint," created to reflect customer preferences. It incorporates a "Hino Green" artificial marble countertop from the Himax line and "Hino Mint" furniture board panels.

The living room showcases the "ViewFrame" window system, which combines thermal insulation with an open feel, alongside "Diamant Fortis" wallpaper in a lime-plaster pattern and "Editon Stone" flooring.

Visitors can examine the windows, flooring, wall panels, kitchen furniture, interior doors and insulation materials on display, then choose their preferred colors, materials and design patterns before consulting with staff on a purchase.

Through the exhibition space, LX Hausys plans to move beyond selling individual products and instead strengthen its push into the business-to-consumer market by proposing combinations of interior materials tailored to each customer's taste. The strategy reflects an effort to expand space-level interior proposals by leveraging the company's broad product lineup as consumer preferences in home decoration grow increasingly diverse.

"As consumer preferences for colors, materials and patterns continue to grow more varied, we will keep introducing products and spaces that embody the 'Discovery of Taste' concept," a company official said. "We will continue to position ourselves as a brand that brings customers' dream spaces to life through LX Z:IN's distinctive interior solutions and offers spaces suited to a wide range of tastes."