A furniture brand. An obscure and sinister company which is at the same time rational, efficient and lucrative, and which maintains an ironic and sarcastic perspective, highlighting the false correction of our picturesque global world and exerting a negative criticism on the spaces and habits of our society.

In marketing and design, users and consumers are generally characterised in stereotypical and idealised ways, resulting in a world of manufactured objects that reflects a positive and bucolic (therefore impoverished) view of what it means to be human. However, our company manufactures products that embody an understanding of the consumer as a complex existential being, working on design to provide a rational and systematic response to a nightmarish psyche: Instead of ignoring feelings such as paranoia, fears, obsessions or frustrations, we will amplify them to bring them to the fore. We will treat phobias as perfectly reasonable and requirements such as hiding, isolation, loneliness, or suicide as needs of our customers that are satisfied through the rigorous and efficient design of our furniture. A system of signs that speaks to us of death and decadence, a realistic duality that stands between normality and perversity. And its aestheticised marketing offers both a horrific vision and a potential for idealization and beauty.

This is a project developed at Medialab Prado Madrid. The agency & Tonic collaborated to create the business plan, marketing , viability study and brand positioning, as well as the corporate image and marketing manuals. The 3D design was developed in collaboration with the architecture studio Valentin Sáez.