Simmons Terrace has drawn fans as a filming location for K-pop music videos, including Tours' "Follow You" and IZNA's "BEEP." [Simmons]
Simmons Terrace has drawn fans as a filming location for K-pop music videos, including Tours' "Follow You" and IZNA's "BEEP." [Simmons]

Cultural complex opened in 2018 surpasses 2 million cumulative visitors

Exhibitions, markets and Christmas illuminations cement its status as a regional landmark

125,000 Instagram hashtags reflect strong word of mouth among younger visitors

Simmons Terrace, a cultural complex run by mattress brand Simmons in Moga-myeon, Icheon, Gyeonggi Province, has surpassed 2 million cumulative visitors — a remarkable figure for a village of roughly 4,000 residents. The space has evolved from a brand showroom into a regional landmark and sought-after filming location.

Simmons opened the terrace in September 2018, near its headquarters and the Simmons Factoreum production facility. Rather than limiting the space to displaying beds and sleep products, the company has operated it as a cultural complex combining exhibitions, markets and cultural events.

The response was swift from the start. In its first year alone, Simmons Terrace drew more than 100,000 visitors through programming that included a children's exhibition featuring artist Jung Jollyang, a farmers market offering direct sales of local agricultural products, and a Christmas tree and illumination event.

Exhibitions and events have continued consistently since then. The venue has hosted a range of shows — Retro Station, Reality Bites, HIP-POP, Virtual Jetty and Oddly Satisfying Video among them. The farmers market, Christmas tree display and illumination events have taken on the character of a local ESG festival.

Simmons Terrace has gained attention as a backdrop for commercial shoots, including Samsung Electronics' Galaxy 2026 Unpacked promotional imagery and a television advertisement for Kanu coffee. [Simmons]
Simmons Terrace has gained attention as a backdrop for commercial shoots, including Samsung Electronics' Galaxy 2026 Unpacked promotional imagery and a television advertisement for Kanu coffee. [Simmons]

Visitor growth has been rapid. Simmons Terrace crossed the 1 million cumulative visitor mark in 2023, five years after opening, then added another million in roughly two years. Total cumulative visitors now stand at approximately 2 million.

For the surrounding area, the impact has been significant. Moga-myeon, where Simmons Terrace is located, has a population of around 4,000 — making 2 million visitors an exceptional figure for a community of that size. The venue has become one of Icheon's most talked-about destinations, particularly among younger visitors whose social media posts have spread word of mouth widely.

Hashtags related to Simmons Terrace on Instagram have exceeded 125,000. The space lends itself to photography, and the combination of brand exhibitions and seasonal events has kept the venue in steady online circulation.

Simmons Terrace has served as a filming location for television commercials and campaigns by brands including KB Insurance and Kia, cementing its status as a regional landmark beyond its role as a cultural complex. [Simmons]
Simmons Terrace has served as a filming location for television commercials and campaigns by brands including KB Insurance and Kia, cementing its status as a regional landmark beyond its role as a cultural complex. [Simmons]

The venue has also become a destination for corporate advertising and content production. Simmons Terrace has served as a filming location for television commercials and campaigns by brands including KB Insurance and Kia. Its reputation as a go-to site for K-pop music video and advertising shoots has reinforced its identity as a local landmark well beyond its origins as a brand showroom.

The rise of Simmons Terrace reflects a broader shift in how the furniture industry thinks about physical retail space. Traditional mattress stores centered on product trials and sales. Simmons Terrace, by contrast, bundles brand experience, exhibitions, community engagement and social media reach into a single space, allowing visitors to connect with the brand without making a purchase.

Industry observers note that the channels through which consumers encounter brands have expanded well beyond store visits and television advertising to include exhibitions, hands-on experiences and social media content. Simmons Terrace reaching 2 million cumulative visitors is part of that broader trend.

Simmons said it plans to continue operating the terrace as a cultural hub linking the brand to the local community. "As a spatial experiment by a mattress brand that has grown into a tourism asset for the region, we expect the ripple effects for Icheon to grow further," the company said.


hong@heraldcorp.com