In Seoul, where apartment prices continue to soar, the home remains a significant marker of wealth. For affluent homeowners, owning a desirable property is only part of creating a living space. Carefully curated furniture offers another way to express personal taste and a lifestyle that not everybody can afford.
Homes have taken on a more important role beyond a living space as spaces for work, rest and socializing. In the high-end market, furniture is valued not only for its function, but also for its design, craftsmanship and exclusivity.
One example is the red sofa Ive's Jang Won-young shared on Instagram in May that caught the public's attention. Its sculptural silhouette is unlike that of familiar sofas; instead it has curves in irregular patterns and stands out as a centerpiece of her living space. The residence is reported to be in Lucid Haus, located in UN Village in Yongsan, Seoul, one of the country's most prestigious and expensive residential neighborhoods.
The Ensemble Dune from Paulin, Paulin, Paulin was created by French designer Pierre Paulin between 1968 and 1972. Inspired by the natural waves of dunes, the sofa comes in four modules that can be arranged in different configurations, allowing owners to tailor the composition to their interiors.
Each module reportedly costs between $5,400 and $8,200, with the final price varying according to the combination and customization. Based on photographs Jang shared in May, the piece has been estimated to cost between $100,000 and $145,000.
Another example is Edra's Pack sofa, designed by Francesco Binfare. The piece features a 4.7-meter-long bear-shaped backrest on a base resembling an iceberg. The backrest is covered in faux fur, while the seat is covered in fabric specially developed to recreate the textures of layers of ice.
The sofa appeared in actor Yoo Ah-in's home on MBC's "I Live Alone" in 2020. The black version was featured in a video on former model Hong Jin-kyung's YouTube last year, showing Blackpink member Jennie's office. Jennie said her mother had selected the furniture. The model's retail price has been reported at around $55,700 depending on customization.
On the Rocks is another design from Edra, reportedly priced at over $60,000, that offers customization options with its four seating elements. The model comes in various backrest and seat options in different sizes and colors. It can be up to 5.07 meters long, making it suited to spacious interiors.
Beyond statement pieces in the living room, premium beds have become another major area of investment for consumers seeking better sleep and comfort.
Swedish bedmaker Hastens is among the best-known manufacturers of handcrafted luxury beds. Celebrities, including Blackpink's Jennie, singer-actor IU and former volleyball player Kim Yeon-koung, reportedly use its products. The brand's 2000T model starts at approximately $74,180, with prices varying according to specifications. Its higher-end offerings include the Appaloosa and Vividus.
Founded in 1852, Hastens is known for its signature blue-checkered mattresses and the use of natural materials, including horsehair and Nordic wood. Its beds are all handcrafted in Sweden, and take weeks to make. The Swedish Royal Family is known to use beds from Hastens.
At the top of the range is the Grand Vividus, designed in collaboration with Canadian designer Ferris Rafauli. The bed is priced between $600,000 and $1,100,000 and requires more than 600 hours to make. It gained international attention after pop star Drake was reported to have purchased its first product.
Other high-end bedding brands, including Sweden's Duxiana and Britain's Vispring and Hypnos, also emphasize natural materials and traditional manufacturing techniques, using components such as horsehair, alpaca wool, cotton and natural latex.
The interest in premium bedding comes amid growing attention to sleep as part of the broader wellness industry. The Global Wellness Institute estimated the global sleep economy at more than $585 billion in its 2026 Sleep Initiative Trends report, reflecting the expanding market around sleep-related products and services.
mjcha@heraldcorp.com
