This 4th Semester Master Project was developed in cooperation with Innovation A/S. Innovation has designed and produced futon sofa beds, since the late 80s. Since 2005 Innovation’s futon collection One Room Living has had a negative effect impact on Innovation’s turnover. It was a desire with this assignment, to find out why the sale of the futon sofa beds was decreasing. Apart from this thesis a new concept solution for the futon collection should be developed. A concept solution that can correct the decreasing turnover for Innovation.

A thorough research and analysis made by the participants, regarding the collection, showed that the end-users are still the same, but because of the globalisation Innovation has got more and more competitors. Innovations primary target group was teenagers and the same was current for Innovations competitors. The solution was to split the One Room Living into four smaller collections. The focus was placed on that target group, which showed the most deep-pocketed; target group self-realisation 40+. The target group had a modest knowledge to Innovation. Innovation did not address this target group through design or marketing, even though the company was aware of the potential in this target group.

The collection The Cosy Choice was developed especially for this target group - self-realisation 40+. This collection addresses to the target group, through its function and design. For this collection, the sofa bed Leah was designed. This sofa bed was especially designed to be used in a guest room, but the design is also appealing, so the sofa bed can easily be used where its primary function is a sofa.