It’s been 10 years since the global furniture and sofa brand FAMA made its first foray into the Chinese market. Today, it operates eight showrooms across the country under the FamaLiving brand, with the most recent one, which has become the flagship store, opening last year in Beijing.
The newest showroom was developed in close collaboration with the company’s new market distributor “Blue Morning”, which has managed to differentiate FAMA from its other brands and completely transform one of the Beijing FamaLiving showrooms into a concept store dedicated exclusively to FAMA products. The new 600-square-metre flagship store showcases the company’s latest sofas, armchairs, occasional furniture and loveseats, placing special emphasis on customer experience and engagement.
Design features include elements and materials that accentuate the contemporary mood of the space. Hence, concrete was used in walls and floors, pillars are lined with a combination of seven different noble woods and river stones and cactus planters function as space dividers. Ceiling lamps that give off a warm glow and ambient music contribute to creating a welcoming atmosphere that conveys the dynamism, energy and creativity associated with the brand. The new concept store will be used as a blueprint for rolling out the concept to the other FamaLiving stores, which will be redesigned to reflect the new image. The company is planning to open three new stores in Shanghai, Nantong and Xi’an in 2019.
Founded in Spain in 1970, FAMA has become one of the most technologically advanced sofa manufacturers in Europe. The entire production process is carried out in an area of over 60,000 m2, in which technology, design and craftsmanship work in perfect concert.