First came the sofa. Then came the TV.
The sofa got real comfortable—while the TV raced ahead in a revolution of its own. In recent years, the only thing slowing the pace of TV innovation has been... the sofa.
That is, until Samsung stepped into the room.
Since 1970, Samsung has developed TVs at avalanche speed, adapting to evolving viewing behaviors, cutting-edge technology, and interior design trends. To further cement its position as a premium interior design brand, Samsung set out to take a comprehensive, future-facing look at the TV-watching experience.
After our initial exploration, we identified the most outdated elephant in the room: the sofa. Despite decades of redesigns, the sofa has remained largely unchanged. You sit (on mostly eco-unfriendly fillings), lean back slightly, and—if you’re lucky—your sofa has an armrest that doubles as a side table. But that’s where the innovation ends.
This sparked a question: Could we revolutionize the home viewing experience by rethinking the very way we sit?
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, and changing societal norms. It’s a belt-and-braces approach to future-proofing comfort and enhanced TV-experiences. At last, the sofa was able to catch up with the viewing behaviors and technological possibilities of tomorrow.
SHIFT quickly became a design-world sensation. It 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.
