[Written in partnership with Joey Sofa, but the editorial team had full control over the content.]
Over the weekend, we attended an event at REXKL. Before even stepping into the space, we were handed black satin blindfolds to put on.
With our blindfolds on, we were guided by a gentle hand and a friendly voice motivating us to take each step down the short flight of stairs into the open yet warm space on the first floor of the building.
“Come on, you can do this!”
“Don’t worry, I’ve got you.”
“Good job, I’m so proud of you,” the person said to my unseeing self, before leaving me to guide the next attendee at the space’s entrance.
As sus as the whole interaction sounds thus far, don’t get the wrong idea—we were actually there for Joey Sofa’s latest event, held in collaboration with Rexperience.
Minutes later, we were prompted to remove our blindfolds, and the collection of micro-influencers clad in trendy getups that formed the audience were treated to a space made vibrant by scenic projections and sofas in an array of colours.
At the front and centre sat a lady in white, reading on a Joey Sofa as the audience took their seats on other ones that faced her.
Then came the music.
A sofa for different moments in your life
The modular Joey Sofa can be customised into four different orientations, fit for multiple social settings and sleeved in one of eight vibrant colours of corduroy.
Sitting in Colour represents one of the brand’s first forays into the experiential space since the Joey Sofa’s launch about three months ago.
Lacking a brick-and-mortar store, the Joey Sofa brand has relied on taking over physical spaces to give interested audiences a feel for their comforts, only this time, they took it a little further.
As the soft ambient music played, a man joined the woman on the couch, backdropped by a view of ocean waves and the setting sun.
With the duo dancing the story of love and its comforts and conflicts, the walls of the Rexperience space shifted too through various natural scenery; from a bright sun against an orange sky to a snow-white icy waterfall, to a cacophonous green forest.
Indeed, the projections reflected the eight colour options of the Joey Sofa interspersed throughout the hall, which comes in Seashell (light grey), Beach (beige), Sunset (orange), Peony (pink), Mist (blue), Sage (light green), Forest (dark green), and Stone (dark grey).
In each act the duo would change the orientation of the Joey Sofa, from the classic couch to conversation pit to a flat bed, showcasing the versatility and ease of use of the sofa, before ending the performance laying on the ‘movie’ orientation, with pink flowers and petals floating in the background.
“Sitting in Colour, this show, is our little love letter to all the shades of comfort. At Joey, we believe that comfort is not just sitting or sleeping; it’s a feeling, a vibe, a little piece of home that you carry with yourself. It’s an unspoken language that connects us all.”
– Joey Tan, co-founder of Joey Sofa
My review? The performance was a heart-pulling display of the comforts of love, and it did well at incorporating the Joey Sofa into the story.
Sharing the moment
“We wanted people to come and truly experience the colours [of the Joey Sofa]. Like the pink flowers for the ‘Peony’ sofa and the jungle visuals for the ‘Forest’ sofa, we wanted people to really sit in colour and be taken away, on an experiential journey through the different shades of the Joey Sofa,” said Joey.
As such, after the performance, audiences were free to enjoy and modify the sofas to different orientations, for a full feel of the product.
“We were inspired by the reception of the pre-launch giveaway, which received about 5,000 to 6,000 shares, which was presented in the form of a moodboard. We wanted to turn that into an immersive experience,” said Winson Chong, another one of the co-founders.
Beyond the performance, guests were also given the chance to take their “Glow Portraits” to “capture their vibe,” share a message at the “Wall of Colour,” and even take home an embroidered pouch that we got to customise with our initials.
All in all, Sitting in Colour proved to be a fun experience that perfectly displayed the features and beauties of the Joey Sofa.
Currently selling for RM2,995, with the option to split the cost into 24 monthly installments with zero interest, the Joey Sofa offers consumers a relatively affordable product, built to last with its highly durable corduroy fabric, rating 75,000 on the Martindale scale.
Dictionary time: Essentially, the Martindale scale is a measure of the durability of textiles, especially those used for upholstery. According to JustFabrics, scores under 30,000 are best for domestic use, while those above 30,000 can be used for heavy commercial use as well.
Take a seat for yourself
For the next six months, the Rexperience space will be populated by the Joey Sofas, offering visitors a hands-on experience of the modular product, and the visual performance would also be played as an interlude between Rexperience’s regular programmes.
If you’re looking to see just how well they fit into your homes, however, the Joey Sofa offers customers a 99-day home trial, with an easy return process if you change your mind.
“This collaboration marks a bold new step for Joey Sofa as it moves beyond the home and into the world of design, creativity, and community, and we’re incredibly grateful to everyone who came, lounged, and shared this moment with us,” said Joey.
Indeed, this latest event under Joey Sofa is a testament to the founders’ commitment to being a trailblazer for the industry. Similar to their other venture, Joey Mattress, it seems that the duo are constantly looking for opportunities to redefine just what it means to be a furniture business.
All Image Credits: Vulcan Post
