HC28 Maison MARKS A NEW CHAPTER: HC28 Premium Unveiled at CIFF SHANGHAI

Brand Evolution and HC28 Premium Unveiled at the 58th China International Furniture Fair

HC28 Maison presented its 2026 collection under the theme Quiet Luxury, Reimagined at the 58th China International Furniture Fair (CIFF Shanghai), alongside the launch of HC28 Premium — a new expression of the brand's design furniture, modular cabinetry, and integrated space solutions, aimed at ultra-high-end residential clients and large-scale luxury projects.

HC28 Premium is not a separate brand. It is built on the same design DNA and capabilities as HC28 Maison, taken further — in material refinement, craft precision, and spatial sensibility — to serve a more demanding client and a more expansive living context. To understand what HC28 Premium represents, it helps to understand the three shifts that brought it into being.

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From Design to Value Creation

HC28 Maison was founded on design furniture, and that remains its core. Over nearly two decades, the brand has developed a distinctive design language through in-house creative development and collaborations with designers across cultures and disciplines.

But as the brand deepens its engagement with more complex living environments and more discerning clients, the question it seeks to answer has evolved — from what makes good design to what kind of life good design should create. Design, at this level, is no longer only about form, proportion, and material. It becomes a way of expressing what a well-lived life looks like.

The brand's defining character — restrained, elegant, and relaxed — now finds its fullest expression through HC28 Premium. Here, restraint is not minimalism for its own sake, but the confidence to create a unique taste and style. Elegance is not showing off, but the natural result of subtlety and sophistication in craft and proportion. Ease means space designed to better accommodate the body, the mood, and the peace of life.

HC28 Premium represents a shift from demonstrating design capability to articulating a point of view on how high-end living should feel. But expressing that point of view fully required the brand to expand what it could actually deliver.

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From Single Pieces to Integrated Solutions

That expansion is the second shift. HC28 Maison has progressively built capabilities across design furniture, bespoke millwork and cabinetry, and full-scope interior solutions. The brand's ambition is no longer to furnish a room, but to create a home — to align every element from the first design decision through to installation.

At CIFF Shanghai, HC28 Premium brings this to life through five full-scale residential settings, accompanied by a courtyard café connected to nature. From kitchen and dining spaces designed around cooking and conversation, to quieter rooms shaped around reading, art, and private retreat, each setting explores a distinct expression of contemporary living.

For HC28 Maison, luxury is not defined by how much a space contains, but by how thoughtfully everything comes together. Proportion, color, natural materials, and craftsmanship create continuity throughout the home, while lighting, art, and objects are considered as part of the composition from the beginning. The result is a home that feels complete without feeling crowded, sophisticated without feeling over-designed, and personal without needing to make a statement.

If the first shift was about what the brand believes, and the second about where it stands, the third is about what it can deliver to the world.

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From Local to International Landscape

HC28 Maison has always engaged internationally — through design collaboration, cross-cultural reference, and global market participation. But what international means for the brand is changing.

In its earlier years, international engagement was largely about learning: absorbing different design methods, aesthetic systems, and ways of living, then translating them through the brand's own craft and development capabilities. Today, the direction has reversed. The question is no longer how to get closer to a particular international style, but what a brand with a mature Chinese design perspective can contribute to the global conversation.

HC28 Maison's goal is not to mirror international styles, nor simply to expand its geographic footprint. It is to enter the global design landscape with its own view on creativity, consistent quality, and the delivery capability that serious international clients require.

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The evolution HC28 Maison is presenting at CIFF Shanghai is a repositioning. Taken together, these three shifts — from design output to value creation, from single pieces to integrated solutions, from local to international landscape — describe a brand that has spent twenty years clarifying what it believes, building what it needs, and preparing to say it to the world.