As the year 2567 begins, SB Design Square is investing in a makeover of its flagship store at 'The Crystal SB Ratchaphruek' by creating a 'LIVE SHOWCASE' for the Koncept brand, covering over 700 square meters. This transformation introduces 4 new zones: Koncept Life, which enhances home happiness for special days; Koncept Fit-in, featuring customizable furniture that fits perfectly in any space; Koncept Bed Station, a hub for beds that cater to all lifestyle trends; and Koncept Play, designed with a youthful aesthetic and abundant functionality to inspire a new wave of creativity, appealing to Gen Z who seek designs rich in function and reflective of their unique lifestyles.

Mr. Pidech Chavaldit, Executive Director of SB Furniture Group, stated that the Koncept furniture line is designed to balance quality, functionality, and affordability, making it an ideal choice for modern customers, particularly Gen Z. Over the past year, the company has actively expanded its target audience in this demographic, revamping the brand and design concepts to truly meet the needs of Gen Z. Last year, the brand launched new products and engaged in various marketing activities aimed at this group, expecting a significant increase in Gen Z customers. Thus, in 2567, the strategy is to continue this growth throughout the year, starting with transforming the product display area into a LIVE SHOWCASE, allowing customers to turn their imaginative desires into functional furniture. This marks a new marketing approach in the Thai furniture industry, where growth now requires providing new experiences alongside inspiration that turns imagination into reality.

The new zones for the Koncept brand will initially launch at the flagship store at The Crystal SB Ratchaphruek, featuring a logo redesign that resonates with the younger customer base, showcasing a vibrant color palette that reflects the character of the Koncept brand. This space transformation will develop into 4 new zones:

  • Koncept Life aims to fulfill needs and inspire home decoration ideas, sparking new concepts across various styles, whether it’s the Timeless Living Style with its clean white aesthetic adaptable to any trend, or the Japandi style for those who appreciate Japanese design that harmonizes with nature. Additionally, there’s the Natural + Minimal Style, currently very popular. Koncept products maintain a fun, colorful lifestyle and can be mixed and matched in various ways. This new zone has created spaces to showcase different corners of the home, providing real-life ideas that inspire customers to decorate their homes vibrantly and functionally.
  • Koncept Fit-in was developed from past experiences, recognizing that wardrobes and versatile storage units are essential furniture pieces with varying functional needs. Koncept Fit-in allows customers to design their wardrobe’s functionality, facade, and size according to their preferences. In this new zone, a team of staff and a preliminary design assistance program will help bring customers' imaginations to life, enabling them to visualize and customize their desired wardrobes.
  • Koncept Bed Station offers a variety of bed styles and designs to choose from, such as Minimal Style that can be mixed and matched in various ideas, or Functional Style options that meet all needs. This year, there will be over 10 collections available for selection.
  • Koncept Play features fun, minimalistic furniture that emphasizes multi-functionality, catering to the small and medium spaces of modern individuals, adding a splash of fun to everyday life.

“The transformation of the Koncept brand's LIVE SHOWCASE will provide customers seeking new ideas for living, focusing on happiness and making the most of their time with furniture that meets the needs of Flexible Space as desired, while importantly reflecting their individuality. These elements represent a new way of designing homes for Gen Z,” Mr. Pidech concluded.

Experience the new 'LIVE SHOWCASE' of the Koncept brand to discover home decoration ideas that reflect your personality at SB Design Square, The Crystal SB Ratchaphruek. For more information, visit https://www.konceptfurniture.com/