Isabel Ahm Studio: Habits

The Danish furniture designer, Isabel Ahm, is responsible for the design of the new couch called Habits. In collaboration with Boxer TV, she has developed the ideal TV couch, which is based on a qualitative study utilizing photographs of Danes in their sofa environments. In addition, Boxer TV has supported the studies with a comprehensive population survey. The study shows that Danish TV viewers use their couches in a variety of ways. For example, 30 percent of Danes are not against taking food to the couch, while 25 percent like to nap on the couch, and more than half of us prefer to watch TV with others. This is the new reality. Agency: Bates Y&R Denmark