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.

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.