The “Is it a Home Without a Couch?” campaign centers around the idea that the couch in your living room is both a centerpiece and a resting place for you in your home. It asks the question, though rhetorically, of the importance of a couch to building a home. the brand, Sabai, is a newer brand to the furniture world, and this campaign is aimed at making their product have a name and an association with the idea of home.

This project also centered around an experience pop-up in Madison Square park where patrons can experience the couch for themselves in an environment that doesn’t exactly fit into the idea of being home, but gives the feeling of being in a home, even if you’re surrounded by the park and city around you.