Helinox: From Seoul to Paris, the outdoor furniture revolution

Helinox: From Seoul to Paris, the outdoor furniture revolution

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HELINOX: FROM SEOUL TO PARIS, THE OUTDOOR FURNITURE REVOLUTION

In the vibrant heart of the Marais, at 10 rue du Perche, a new essential destination for global outdoor design is unveiled: the Helinox Creative Center Paris. More than just a flagship, this “living gallery” reinvents the intersection of design, functionality, art, and adventure. At its head, Young Lah, a discreet visionary and heir to a Korean industrial dynasty, has for sixteen years been charting a unique and passionate path where folding furniture becomes a manifesto of freedom for all generations, all places, all uses.


“I come from a family in the outdoor industry. My father has worked in it for nearly forty years. I grew up, studied, and began my career in Korea, where I started getting involved sixteen years ago,” says Young Lah, in a calm and slightly distant voice, as if he weighs every word through the lens of inherited craftsmanship. Everything began in a moment of transition, a “suspended moment” between military service and returning to studies.

“I had five months ahead of me, and I wanted to use that time productively, to create something meaningful and lasting. For us, the essential thing was to be in control, since my father’s company was focused on manufacturing for other brands. We wanted to design and make our own products, from A to Z, independently. It wasn’t about timing, we knew it would take time. But that didn’t matter. We were ready to dedicate ourselves to our idea.”

KOREAN ENGINEERING, THE FOUNDATION OF THE HELINOX REVOLUTION

Unlike traditional processes, Helinox wasn’t born from an idea outsourced to an anonymous manufacturer. “Most brands start with a designer looking for a capable manufacturer. We are the manufacturer. We know exactly what technology we master. With my father, we constantly looked for the best possible application of our expertise,” he explains. That makes all the difference.

This technical mastery propelled Helinox into the spotlight in 2012 with the Chair One, a chair that revolutionized outdoor furniture with its featherweight build, modularity, stylish minimalism, and durability. An instant icon, embraced by extreme campers and athletes as well as urbanites, designers, and collectors.

GLOBAL AMBITION, SEASONED BY TIME

Although the brand enjoys true star status in Korea and Japan, Young Lah remains clear-eyed about the work required to build recognition in France and Europe: “Thank you for saying we’re ‘famous,’ but I don’t always feel that way. In Europe and the U.S., we still have a lot to achieve. We are not just a ‘camping’ brand. Our products are not only for outdoor enthusiasts. Our furniture fits everywhere. I remember a colleague in Taiwan who placed our chair in her art studio. It’s a functional chair but also a beautiful object. The real challenge is breaking out of the ‘camping’ label that people sometimes put us in. That takes time, real-life demonstrations, scenarios, and a lot of education. We need to show, to bring it to life, to challenge imaginations.”

This boldness, this taste for imbalance, is embraced by Helinox in its international development strategy: “Our challenge is to go much further in Europe and the U.S. Our products aren’t just for campers. We want to show that useful, lightweight, manageable design has its place in all private or public spaces. Paris is the perfect city to expand the realm of possibilities, to unite people and usages, and to make cultures and generations converse.”

“We’ve launched an online platform to extend the experience, share our world, and reach new communities.”

HCC PARIS: AN EXPERIMENTAL, WELCOMING SPACE

Entering the new Helinox Creative Center Paris is like stepping between two worlds: the carefully preserved tradition of a 19th century building, and the creative energy of ever-renewed installations. “This isn’t a boutique in the traditional sense. We imagine an evolving gallery space, a creative platform activated during key moments, like summer or Fashion Week. This year, we’ve designed a space that’s both playful and intriguing, an invitation to exploration for curious minds,” says Young Lah.

The HCC Paris stands out for its unique archive exhibitions, showcasing the brand’s iconic collaborations: Off-White, Supreme, Nike ACG, Maison Kitsuné, BTS, Patta, Kaws, Stüssy, PSG… Rare pieces will be offered for sale, like a living collage where design, streetwear, and urban culture intersect. Also featured are the brand-new “(re)” and “PLAY” collections, both carrying the hybrid spirit of Helinox. HCC Paris is also a multidimensional showcase: “This summer, our experience becomes both physical and digital. We launched an online platform to prolong the experience, share our universe, and reach new communities. We want every visitor, curious or passionate, to find a reason to return and being surprise every time.”

A MATERIAL AND HUMAN STRATEGY: COLLABORATIONS AND HOSPITALITY

While cultural diversity lies at the heart of the brand, Helinox also establishes itself as a global lifestyle reference through its exceptional collaboration policy. For the Paris launch, the brand is presenting an exclusive capsule with Fragment Design, the legendary label of Hiroshi Fujiwara, a “dream come true” for Young Lah, who is passionate about the Japanese scene. Since the beginning, Helinox has developed numerous partnerships with major names as Maison Kitsuné, Carhartt, Neighbourhood, White Mountaineering, Patta, Stüssy, Supreme…

But Young Lah emphasizes: “Helinox is not just an outdoor equipment brand; we are a brand that reflects the lifestyles and varied tastes of modern people. What we’re doing here in Paris can become a model for other places—but always in connection with local communities. We want to grow step by step, by listening to each environment, taking time to understand each community.”

“We came to Paris because the city is a laboratory. You encounter all cultures, all uses, all desires. Here, we can reinvent the outdoor object to speak to everyone.”

VISION: “WHAT WE SEEK IS THE POSSIBILITY OF IMPROVING DAILY LIFE”

Asked about his product development philosophy, Young Lah says: “As a manufacturer, we know where the limits are but because we know every step, we can push beyond them. When someone tells me ‘it’s not possible,’ that’s when I get interested. Our goal is to offer useful, beautiful objects designed to last and to adapt to evolving desires and lifestyles.”

And he adds, like a mantra: “We came to Paris because the city is a laboratory. You encounter all cultures, all uses, all desires. Here, we can reinvent the outdoor object to speak to everyone. Our ambition remains sincere: to create relevance, utility, and a certain form of beauty that’s accessible to all.”

A FUTURE ROOTED IN CONNECTION

The international expansion of the brand does not come at the expense of deep loyalty to Korean manufacturing: “We continue to produce in South Korea to guarantee technical excellence and stability in a rapidly changing industry. But the European scene, especially in Paris, offers a unique dynamic to enrich our perspectives, shape our future projects, and listen to new needs.”

At a time when outdoor becomes an urban statement, an entire community finds in the HCC Paris a warm, multifaceted home where curiosity, boldness, and the spirit of adventure are never decorative but essential. “We still have so much to do. But it’s exciting to see how far we can go. Paris is only the beginning…” whispers Young Lah, ready to write the next chapter in a great contemporary story.

Interview conducted by Alain Jouve for Sport Stratégies

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