One of the most standout brands at the 2025 Seoul Living Design Fair, Havagooden, opened its first showroom, 'Havagooden Seoul House,' in Hannam-dong, Seoul on 30 April 2025. The space is a direct reflection of director Moon Seungji’s philosophy: “Home is where we return to our most authentic selves, and the furniture that makes up that space should be comfortable enough to fully relax both body and mind.” Designed as a space where furniture lovers can feel at home and connect freely, this is Havagooden’s first brand experiential destination.
Opening with the theme ‘Under the Roof,’ Havagooden shares its story.
“Unfamiliar words often get red underlines. The new name ‘Havagooden’ gets one as well, but if you take a closer look, that roof-like line holds something beneath it: everyday life. The moments we pass through without realising how meaningful they are. Havagooden is here to tell the stories that unfold beneath the roof. We drew a roof with the name ‘Havagooden’ and built a home — this is how it all begins. The everyday moments that repeat without us even realising how special they are — that’s the kind of story we want to share through our furniture.” With a clear philosophy, Havagooden has drawn its own roof and built a home — ‘Havagooden Seoul House’. When you walk in, it won’t feel like a typical furniture showroom — it feels more like dropping by your best friend’s house.
Spread across two floors, the showroom is divided into four themed zones — A Relaxing Mind, The Standard for Recharging, Warm Dining, and Cave Room. From sofas to tables and chairs, each piece of furniture is placed in a way that invites comfort into your everyday life. Designed with subtle angles, structures, and forms that prioritise everyday usability, the pieces reflect the brand’s core values. There’s a distinct sense that everything here has been created with the user’s perspective in mind — making the experience feel more like receiving a thoughtful gesture than simply shopping for furniture. If you’re curious to see how Havagooden’s idea of “furniture that lives with you” comes to life in real spaces, the editor highly recommends visiting the Seoul House in Hannam. It’s where you can truly experience the essence of comfort the brand stands for.
This is just the beginning — starting with this first showroom, Havagooden plans to grow its presence both locally and internationally through various forms like collaborations, exhibitions, and community projects. A brand that focuses more on essence and fundamentals than decorative trends, Havagooden is sure to keep surprising us with its unique worldview and thoughtful approach.
