Shift

First came the sofa, then came the TV. Since then, the TV has developed at an avalanche-like speed to adapt to new watching behaviours, while the sofa has remained largely unchanged. Samsung set out to challenge this mono-functional and standardised elephant in the TV room by inventing a sofa for the future. SHIFT is a prototype of a future sofa developed with flexibility at its core – designed to enhance the full watching experience and to fit a complex future of new watching habits, increased residential mobility habits, compact living arrangements, and conscious consumer choices.