Article at a Glance

Simmons, which had drawn positive responses with its “Bedless Bed Ads” campaign, returned this year with a bolder advertising campaign. By using “spacing out” as its subject, it set out to offer healing and comfort to people suffering from a sense of gloom in the pandemic era. Offline, it is introducing pop-up stores while carrying out a “socializing” project that connects areas cut off by social distancing and other social conditions. The secrets behind why Simmons’ marketing, which has replaced beds with the keywords “healing” and “connection,” is receiving a strong response especially from today’s young MZ Generation are as follows.

1. Advertising that puts the spirit of the times ahead of product promotion

2. Trendy visuals and spaces targeting the MZ Generation

3. A “design studio” created for the first time in the furniture industry

4. Building fandom through merchandise

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#1. Women in vivid green skirts so bright they almost hurt the eyes splash their feet in the water. The viewer’s gaze is drawn to the movement of their feet in the video. The waterside where they splash is calm and quiet, without a breath of wind.

#2. Someone hits a ball with a wooden golf club. With a dull “thud,” colorful balls in red, blue, white and more scatter in all directions. An orange rolls toward a sprinkler in the middle of a green lawn. Suddenly, the sprinkler turns on and sprays water across the lawn. Nothing else happens. It is boring, but that boredom somehow creates a strange addictiveness.




Turning Gangnam Into a Digital Atelier

“What if we turned the Gangnam area into our brand’s atelier?” “Who says exhibitions have to be held only in museums? Let’s do it on the street!”

Their daring idea became reality. In February 2022, a 1.6-kilometer stretch along Dosan-daero in Gangnam-gu, Seoul, was colored with digital art. Eight videos with similar concepts played across as many as 11 digital billboards, creating a distinctive atmosphere.

Images in primary colors rarely seen in the city captured the attention of passersby. People who glanced at them in curiosity soon became absorbed in the videos. The videos showed monotonous scenes of balls rolling, water flowing and feet moving up and down. There was no particular meaning or message. They simply conveyed an indescribable, strangely comfortable “feeling.” These monotonous videos, which made the mind go “blank,” lasted as long as 2 minutes.

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