Coway has opened the "Coway BEREX Theater" at CGV Yeongdeungpo Times Square, the company said Thursday.
The Coway BEREX Theater is an experiential screening venue where customers can comfortably watch films from a bed. All seats in the theater are equipped with the BEREX R7 Stretching Motion Bed, allowing moviegoers to try light lower-back stretching through a product experience program before the screening. During the film, the seats automatically shift to an angle optimized for viewing, enabling audiences to enjoy the movie in a stable posture.
The BEREX R7 Stretching Motion Bed installed in the theater is a sleep-tech product that combines a stretching function for stable lower-back relaxation with motion bed technology that supports comfortable rest. Its dual stretching cells and lumbar support system gently lift the lower-back area to help relax stiff muscles and promote deep sleep, and the product offers four position modes: zero gravity, TV viewing, upper-body lift, and lower-body lift.
The Coway BEREX Theater operates with a total of 24 seats. Each seat is equipped with a BEREX-exclusive pillow and blanket to create a comfortable viewing environment, and a welcome service is provided for visitors.
A dedicated lounge is also operated for customers using the BEREX Theater. The lounge features an experience zone for the BEREX Triple Chair massage chair, as well as a display space showcasing the BEREX Sleep System 81 character and related merchandise, offering visitors a range of brand content to explore.
"The Coway BEREX Theater is a space designed so that customers can naturally experience the differentiated features and comfort unique to BEREX sleep-tech while enjoying a movie," a Coway official said. "We plan to continue expanding experiential marketing that allows customers to directly engage with the brand in various spaces within their daily lives."
