Furl is about optimising space. Every product adds space to rooms in one way or another.
The task initially centred on associations with space and saving. As work on this thinking moved forward, it was the furniture's opening and closing, shrinking and expanding mechanism that led to furling and unfurling, hence the light bulb moment and the most apt name.
When you meet the furniture it quickly becomes apparent, with its animation and adaptability, it has a life of its own. It really is living furniture, and so the strapline was born. Furl. Living Furniture.