On August 24th, we’re excited to announce the opening of our new showroom in Hangzhou. This milestone comes as we celebrate grado’s tenth anniversary. Following the successful launch of our Shanghai store, the evolved Hangzhou showroom marks a significant step forward in our retail journey.
The new showroom signifies the beginning of grado’s 2.0 era, bringing the concept of a showroom even closer to the “dream space” our customers have always imagined.
As a globally minded company, grado embraces the rise of e-commerce while valuing the unique, hands-on experience that only physical stores can provide. Our creative grado r&d team brings their insights into life by crafting beautiful pieces of furniture. However, our original 500㎡ showroom could no longer fully capture our evolving vision for home living or showcase the full extent of our commitment to our customers. That’s why, at the start of this year, we expanded to a 1,500㎡ showroom—three times the size—giving us the space to bring even more of our design ideas to life.
The key difference between Showroom 2.0 and 1.0 lies in the transition from highlighting individual products to focusing on the concept of “space.” In this context, “space” is where users can organically arrange their favorite furniture based on their unique needs—be it practical, emotional, or aesthetic. These needs are expressed through the space’s function, style, layout, and more. grado’s goal is to create as many of these personalized spaces as possible in our expanded showroom, helping users refine the details of their ideal environments. We’re also offering practical advice and providing creative resources—specifically, our furniture.
In this showroom, users will explore 11+n spaces, each showcasing different styles, sizes, and functions. Among these, 11 spaces are tailored to various room sizes, accommodating more complex designs and larger furniture pieces. The perimeters of these spaces are creatively connected with greenery, outdoor views, and other relaxing elements to enhance the experience. Additionally, four flexible spaces, divided by movable walls, offer greater adaptability, with layouts that can be adjusted based on current trends, user preferences, and creative events. These flexible spaces will also serve as key locations for online livestreams, becoming essential hubs for interaction with our online audience.
The display wall is lined with an array of small furniture pieces, showcasing grado’s signature non-aggressive style. These seats and coffee tables, with their clean and minimalist designs, meet the needs of contemporary lifestyle while appealing to various aesthetic tastes—ranging from Bauhaus and Mid-Century Modern to Scandinavian and Modern Minimalist. Visitors can spot our latest products launched during the trade show, the innovative attempts at multifunctional designs, and the award-winning Fido Stepstool, recognized with a German Design Award. Each piece embodies grado’s journey through different eras, continuing to tell the heartfelt stories of countless homes.
As the showroom continues to fulfill its core functions, we are actively seeking more collaborations within the industry and across different sectors, aiming to spark even greater inspiration and experiences centered around the concept of home.
