SWELL | Form Us With Love

An easy chair forged from an old production line. Visiting Voice in the summer of 2009, Form Us With Love was led on a tour of the facilities by Managing Director, Sonnie Byrling. Upon arrival at a production line of bean bags, he stopped. The facility, once churning out bags by the minute, now stood motionless. Trend and low quality copies had severely stunted production. The brief was concise - design a piece of furniture that would make the machines run again. FUWL set about designing a new product for a new target group. One not clouded by childhood memories of what a beanbag was. The decision was made to make the product a lot more exclusive - more of an easy chair for the living room or hotel lobby, without losing the rationality of the production process. Although the starting point for the FUWL project was the bean bags, it soon became clear to both parties that the Voice vision and brand had more potential. The existing collection was qualitative, but lacked the type of products and accessories that could stand out and place Voice on the international stage.
The new bean bag would be the starting point for a new line of bold accessories.