Florim continues its international growth strategy in key markets with the opening of two new showrooms in Los Angeles and Seoul, further affirming its brand in the high-end ceramic surface sector, says the company.
It adds: “This expansion aligns with the company’s vision to offer design professionals inspirational and multifunctional spaces in which to explore the full potential of large-format porcelain slabs and spark new project synergies.”
A new creative hub in West Hollywood
The new Los Angeles flagship store is located at 450 N Robertson Blvd, in the heart of West Hollywood’s Design District. Following the success of its 2023 pop-up store, Florim has established a permanent presence in one of the district’s most iconic buildings. Spanning over 600sq m across three levels, with seven street-facing windows and a panoramic terrace, the showroom is designed as a vibrant platform for exchange and experimentation.
The space unfolds through immersive settings, a working kitchen, a conference room, and a comfortable lounge area. Collaborations with premium Italian brands – Molteni&C, Artemide, Fantini and Turri, are described by the company to enhance the environment, creating a harmonious blend of design, innovation, and functionality in true Made in Italy style.
Italian design lands in Gangnam
In Seoul, the new flagship store is located in the renowned Gangnam district, a central hub for fashion and design in South Korea. At 231 Hakdong-ro, the space features working areas and real-life design settings, including a fully equipped kitchen, a luxury bathroom concept branded “Elitique” (developed in collaboration with Falper), and a dedicated area for technical applications, says the company.
Florim says: “Florim’s decision to invest in this market stems from the strong affinity between Korean culture and the company’s design philosophy, which fuses artistic passion, aesthetic sensitivity and deep respect for tradition. Like all Florim’s flagship stores, the Seoul showroom is a dynamic venue for events, product presentations and training, further reinforcing the brand’s international standing in the world of design and architecture.”
It concludes: “These two openings are part of an extensive expansion strategy that began in 2009 with the first flagship store in Milan. Today, Florim counts 10 monobrand flagship stores worldwide, located in key global capitals of design and architecture: Milan, New York, Moscow, Singapore, Frankfurt, London, Abu Dhabi, Rome, Los Angeles, and Seoul.”
www.florim.com
