Brands use space like media to convey their philosophy to consumers. However, as flagship stores are popping up like mushrooms, it is common for the space to be filled with splendid productions and eye-catchers rather than containing the brand's vision and identity. On the other hand, SIDIZ’s flagship store attracts attention by faithfully capturing the essence and direction of its pursuit based on a solid brand philosophy. 

"Sitting Experience," that is, "Supporting a more fulfilling and better life through various sitting experiences on chairs," embodied this in its flagship store. The act of sitting is familiar and natural, so it is inevitably antipodal to the adjective 'New.' However, SIDIZ Nonhyeon Flagship Store smartly solves the gap that seems difficult to narrow with daily and non-daily weaving. Passing through the facade, which means a transition to non-daily, 12 main products are neatly aligned left and right, and the appearance toward a large media wall is like a familiar classroom scene or an avant-garde installation. This centralized layout encourages users to concentrate on the act of sitting alone. 

Betwin Space specially produced fixed motion desks that matched 12 chairs, and although they have an original material and design, they do not look covet the position of the main character, chairs. Rather, they fully serve as assistants to the chairs with a restrained tone and shape. In addition, stand lights installed in the motion desks and ceiling lights that fall like spotlights on the 12 chairs also induce immersion. Such selection and concentration are the design core of SIDIZ Nonhyeon Flagship Store. 

Another feature of this flagship store is that the elements of space are thoroughly tailored to individuals who experience chairs. In fact, not many things are as personal as chairs. In this flagship store, allows visitors to thoroughly choose a design that suits their body type and taste. The ‘product-specific information search’ provided at each motion desk assists in this fascinating exploration journey. Starting with guidelines on correct posture, product-specific functions, detailed fitting options, styling tips, and even product orders are carried out in one-stop, providing accurate information as well as naturally increasing the time spent sitting in the chairs, adding to the depth of experience. 

The Sitting Experience Zone is a design element that focuses all eyes on the center through silver curtains, focusing on a new way of "sitting experience," and a space with internal and external twists to maximize curiosity and "sitting experience." To this end, a motion desk was produced separately to check if you sat in the right posture, and you could focus on the chair so that you could find your own chair by fully sitting, experiencing, and exploring it. Compact user experience design and space design that honestly reveal the functional and rational framework of the brand doubles the appeal of the flagship store.