I despise a lot of what IKEA designs but some of their products are truly great. Quality is a rollercoaster, too. Some pieces in my kitchen are super sturdy, some of their less specific furniture, on the other hand, is crap.
Nonetheless almost all of their designs have a strict language and are very likely to concur to the brand perception.
This Campaign chair and sofas look good, but the designs is not very inspired in my opinion. More like the mid-century fake brands that many big furniture companies are churning out to cash in on the huge mid-century revival we're experiencing.<p>What I find extremely interesting, though, is the way this guy will solve one of the biggest problems of selling furniture online: shipments and returns.
The smart packaging is great for shipping but is also great for making people return items easily.
That's not to be underestimated. People, at least here in Europe, are skeptical about buying furniture online because even if the website offers free returns they're aware of the extreme hassle it will be to actually do that.