Free concerts, Christmas lights and fish-shaped pastries await at Icheon's Simmons Terrace

As autumn deepens, Simmons Terrace in Icheon, Gyeonggi Province, is offering a reason to make the trip this weekend. The cultural complex run by bedmaker Simmons is welcoming visitors with free concerts, Christmas illuminations and winter snacks to mark the year-end season. Having surpassed 2 million cumulative visitors, the venue has built a strong following on Instagram and established itself as one of Icheon's signature spots for photography.

Simmons announced Saturday that an "Illumination Concert" series will run every Saturday at Simmons Terrace in Moga-myeon, Icheon, from Saturday through Dec. 19 — six weeks in total. Singer Dindin will take the stage at 6 p.m. on opening night Saturday, followed by John Park (Nov. 21), Kassy (Nov. 28), Park Jae-jeong (Dec. 5), Shim Gyu-yeon and Lim Park (Dec. 12), and Gyeongseo (Dec. 19). All performances after the first begin at 3 p.m. Admission is free, though seating is limited and entry may close on a first-come, first-served basis.

Simmons Terrace drew steady crowds during last year's Christmas season, and visitor reactions were largely positive. In on-site reporting by the Segye Ilbo last December, a visitor in their 40s said the elaborate lighting and character decorations evoked a fairy-tale landscape, and expressed satisfaction at being able to take photos with children and enjoy desserts. The visitor added they had been waiting for a performance by singer Yozoh.

Online reviews of Simmons Terrace are plentiful. The complex draws praise for its American college campus-style architecture, outdoor garden and varied photo spots. An on-site exhibition tracing the history and manufacturing technology of beds, along with a cafe, also earn positive marks — though cafe seating can run short on weekends.

Online interest remains high. The number of Instagram posts tagged with "Simmons Terrace" exceeded 125,000 as of June, according to figures compiled by Simmons. Cumulative visitors since the venue opened in 2018 have reached 2 million. The complex has become a regional tourism landmark — a case of a corporate showroom transforming into a local attraction as more visitors arrive simply to take photos or visit the cafe, with no intention of buying a bed.

This year, Simmons has leaned further into the winter atmosphere. Since Oct. 30, the venue has been running a "Christmas Tree and Illumination" event under the theme "Starlit Terrace: Where Christmas Shines." An 8-meter Christmas tree and starlight displays have been installed, and new additions include gobo lights that project star shapes onto the building's exterior walls and a "Twinkle Time" feature that synchronizes lighting to music. The illumination runs daily from 11 a.m. to 8 p.m. through Dec. 27.

New food options have also been added. Simmons launched a winter seasonal menu at the on-site cafe, Simmons Grocery Store, featuring three new beverages — draft coffee, a pumpkin spice latte and a banana pudding latte — along with three cake varieties: carrot, blueberry and red velvet. Bungeoppang, the fish-shaped pastry popular as a winter street snack, is also on sale.

Simmons Terrace serves both as a brand showcase and as a sales platform for local farmers and small businesses. Simmons holds an annual direct-trade farmers market featuring local agricultural products. This year's event drew about 10,000 visitors and generated 60 million won ($45,000) in sales. With local farmers and small business owners participating directly, the venue has become a notable example of a bedmaker broadening its ties with the local economy.