Ori began as an MIT Media Lab project exploring how robotics could transform the way we live in increasingly compact urban spaces. The challenge was to turn sophisticated robotic technology into a furniture system and brand that felt less like a machine and more like a natural part of the home.

Working across brand, product and digital experience, the solution was built around the idea of transformation. The name Ori, derived from origami, inspired a visual language centred on movement, adaptability and space.

Originally conceived as a consumer product, Ori was pivoting towards developers, architects and designers, recognising the opportunity to specify its furniture as an integrated part of new developments.

Angular geometric forms and a dynamic colour system created a distinctive architectural palette. Sliding bars move vertically and horizontally to reveal and conceal content, allowing the identity itself to mimic the transformative behaviour of the product.

At the touch of a button, Ori could transform a single space from bedroom to living room, office or walk-in wardrobe, allowing compact apartments to live significantly larger than their footprint.