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Furniture shopping is often treated as a transaction. Yet, for Kim van Duiven of Asko, the process is about creating sanctuaries where people can genuinely picture themselves living. The Christchurch showroom exemplifies this philosophy, offering immersive environments that do more than display items. They simulate life, turning furniture into lived experience before the purchase is even made.
Showrooms of this kind invite customers to slow down, to walk through micro-rooms where accessories, rugs and lighting combine with major pieces. Rather than sterile displays, these styled environments cultivate a sense of home. Shoppers can imagine how a sideboard might look against a textured wall, or how a sofa pairs with soft greenery. It is a pedagogical exercise as much as a commercial one, guiding people to visualise beyond the surface.
Academic discussions of consumer behaviour often stress that purchase decisions are affective as well as rational. In this light, Asko’s approach may be seen as addressing the experiential gap between abstract desire and lived reality. Customers are encouraged to test comfort, observe proportion, and even replicate dimensions at home with tape or cardboard before committing. This emphasis on embodied engagement creates confidence in what might otherwise feel like an intimidating, costly decision.
Showrooms also offer a counterpoint to the rise of online shopping. While digital platforms provide efficiency, they rarely provide texture, proportion or atmosphere. By contrast, Asko’s spaces function as both sales floors and educational tools, enabling people to understand modular arrangements, eclectic mixes, and the art of combining rather than merely consuming.
Ultimately, treating the showroom as a sanctuary reframes furniture shopping from an act of consumption into an act of imagination. Buyers leave not simply with a product, but with a vision of how their home might better reflect their identity and aspirations.
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Disclaimer: This article is based on a podcast featuring insights from experienced professionals and is intended for general information and inspiration only. While we aim to share valuable guidance, please seek personalised advice from qualified professionals before making decisions about your property, finances, or renovation plans.
Curious to see more practical advice from industry experts? Visit our Top Tips hub for quick, valuable insights shared by people who’ve been there, helping you plan smarter and avoid common mistakes.
Our Guides are packed with practical advice, planning tips, and expert insights to help you get it right. Whether you’re staying in your home, buying, or selling, join MyTrends to unlock a full library of guides designed to support you at every stage of your property journey.
Curious to see more practical advice from industry experts? Visit our Top Tips hub for quick, valuable insights shared by people who’ve been there, helping you plan smarter and avoid common mistakes.
Our Guides are packed with practical advice, planning tips, and expert insights to help you get it right. Whether you’re staying in your home, buying, or selling, join MyTrends to unlock a full library of guides designed to support you at every stage of your property journey.
Episode Overview
In this episode of the Trends Property Insight Series, we sit down with Jarrod Angove, General Manager of Landmark Homes North Shore and Rodney to unpack everything you need to know about designing and building a new home in New Zealand. With over 14 years at Landmark and decades of combined experience in construction and client relationships, Jarrod is on a mission to make the home-building process transparent, enjoyable, and tailored to each client’s lifestyle.
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Furniture shopping is often treated as a transaction. Yet, for Kim van Duiven of Asko, the process is about creating sanctuaries where people can genuinely picture themselves living. The Christchurch showroom exemplifies this philosophy, offering immersive environments that do more than display items. They simulate life, turning furniture into lived experience before the purchase is even made.
Showrooms of this kind invite customers to slow down, to walk through micro-rooms where accessories, rugs and lighting combine with major pieces. Rather than sterile displays, these styled environments cultivate a sense of home. Shoppers can imagine how a sideboard might look against a textured wall, or how a sofa pairs with soft greenery. It is a pedagogical exercise as much as a commercial one, guiding people to visualise beyond the surface.
Academic discussions of consumer behaviour often stress that purchase decisions are affective as well as rational. In this light, Asko’s approach may be seen as addressing the experiential gap between abstract desire and lived reality. Customers are encouraged to test comfort, observe proportion, and even replicate dimensions at home with tape or cardboard before committing. This emphasis on embodied engagement creates confidence in what might otherwise feel like an intimidating, costly decision.
Showrooms also offer a counterpoint to the rise of online shopping. While digital platforms provide efficiency, they rarely provide texture, proportion or atmosphere. By contrast, Asko’s spaces function as both sales floors and educational tools, enabling people to understand modular arrangements, eclectic mixes, and the art of combining rather than merely consuming.
Ultimately, treating the showroom as a sanctuary reframes furniture shopping from an act of consumption into an act of imagination. Buyers leave not simply with a product, but with a vision of how their home might better reflect their identity and aspirations.
View more from
Disclaimer: This article is based on a podcast featuring insights from experienced professionals and is intended for general information and inspiration only. While we aim to share valuable guidance, please seek personalised advice from qualified professionals before making decisions about your property, finances, or renovation plans.
Curious to see more practical advice from industry experts? Visit our Top Tips hub for quick, valuable insights shared by people who’ve been there, helping you plan smarter and avoid common mistakes.
Our Guides are packed with practical advice, planning tips, and expert insights to help you get it right. Whether you’re staying in your home, buying, or selling, join MyTrends to unlock a full library of guides designed to support you at every stage of your property journey.
Curious to see more practical advice from industry experts? Visit our Top Tips hub for quick, valuable insights shared by people who’ve been there, helping you plan smarter and avoid common mistakes.
Our Guides are packed with practical advice, planning tips, and expert insights to help you get it right. Whether you’re staying in your home, buying, or selling, join MyTrends to unlock a full library of guides designed to support you at every stage of your property journey.
Episode Overview
In this episode of the Trends Property Insight Series, we sit down with Jarrod Angove, General Manager of Landmark Homes North Shore and Rodney to unpack everything you need to know about designing and building a new home in New Zealand. With over 14 years at Landmark and decades of combined experience in construction and client relationships, Jarrod is on a mission to make the home-building process transparent, enjoyable, and tailored to each client’s lifestyle.
Search similar articles
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Owner and director of Asko Design, one of Christchurch’s most beloved furniture stores. With a legacy that spans over 30 years and roots deeply tied to her own family story, Kim shares a personal and powerful philosophy: that furniture should not only serve a functional purpose, but also become an enduring reflection of your lifestyle, values, and personality.
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Furniture designed for life. Ethically made dining and living furniture and accessories by international and New Zealand designers where refined elegance meets sleek, contemporary form. Explore our extensive range of designer furniture via our Christchurch showroom or browse online.
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