First came the sofa. Then came the TV. The sofa got real comfortable – while the TV raced ahead in a revolution of its own. The only thing slowing the pace of TV innovation has been... the sofa.
That is, until Samsung stepped out of the screen.
Since 1970, Samsung has pushed the boundaries of TV innovation – evolving at lightning speed to match changing viewing habits, cutting-edge technology, and interior design trends. To further strengthen its position as a premium design brand, Samsung set out to reimagine the entire TV experience with a bold, future-facing perspective.
But to truly innovate, we had to address the one element holding that experience back: the sofa. You sit, lean back, maybe balance a drink on an armrest – and that’s where the innovation stops. Until now.
We partnered with Form Us With Love to create SHIFT – a modular watching platform designed to adapt to any future scenario: evolving TV technologies, shifting viewing habits, new living spaces and changing societal norms. It’s a belt-and-braces approach to future-proofing comfort and enhanced TV-watching experiences.
SHIFT quickly became a design-world sensation with earned reach in over 100 countries. SHIFT was one of the hottest topics at Stockholm Design Week, voted the second-best furniture design by Dezeen readers, and named one of the year’s top ten designs by the editorial team.
