Holistic design
Whatever the reason, the designers behind Stressless® recliners have long been aware of this preference. Words like sumptuous, generous, inviting and soft are often used to describe the form of the world-renowned recliners. The soft, curvy look is at least part of the explanation for their popularity.
When VP Design and Project Jeanette Løining and the project team started on a new design back in 2020 (later to become the 2022 Stressless® Rome), this natural preference formed the basis of their sketches. On top of that came an unprecedented level of feedback from customers.
With the help of the design agency EGGS, several design probes were tested on customers in several countries.
- We wanted to know exactly which forms triggered interest, and to map how our customers utilised their recliners in different ways. Based on this feedback, we set out to develop a more holistic design. We wanted gentle, flowing lines no matter which angle you view the recliner from. In addition, we designed a rounded back and seat which maintains the inviting look of a true Stressless® recliner, and gives it a unique embracing quality, says Løining.
Try it sideways
Customer research also showed that our users can get quite creative. Many prefer to sit sideways, with their feet curled up in the seat or over the armrest. With this in mind, the seat of the Stressless® Rome was designed to give more freedom of movement.
- In my opinion, we found the perfect balance between our classic DNA and more modern, slender visuals. But it took a lot of planning! On the inside, it is filled with a wealth of comfort technology – that is what makes it a true Stressless® recliner – and we really had to get creative to fit all that into a rather slender body, says Jeanette Løining.
An instant hit
Launching a new design is always exciting. This time, it didn’t take long before the designers got word that the customers seemed to appreciate the new look. Three weeks after its launch, the Stressless® Rome was our best-selling recliner in one of the largest furniture chains in Norway – and still is.
- We were overjoyed, and frankly, a bit relieved. You see, we’ve never designed a recliner that called for so many additions to our production line. Many of new parts have to be manufactured just for this one recliner, so it’s good to know that it’s worth the extra effort, says Løining.
