Close

Edra’s Pack sofa

Designed by Francesco Binfaré, the Pack sofa by Edra is an artistic expression of comfort and fluidity. Breaking free from traditional rigid structures, it redefines the way we interact with furniture, offering both sculptural beauty and luxurious relaxation. At its core, Pack features an ice pack-inspired base and a soft, reclining bear as a backrest, creating a statement piece that blurs the line between function and fantasy. Spanning 3.7 metres at its longest side, the sofa’s irregular base aligns with a right angle, making it both versatile and commanding in any space. The seat is padded with Gellyfoam and feather, wrapped in a special fabric that mimics the texture of ice layers. Developed through Edra’s material research, Gellyfoam provides an unexpected softness that cradles the body while maintaining the perfect balance of firmness and support. Traditional sofas were once defined by rigid structures and fixed shapes, with clear distinctions between seat and backrest. Edra has dismantled these constraints, creating sofas that respond to human gestures, postures and ways of living rather than adhering to conventional typologies.

The Latest

How Eywa’s design execution is both challenging and exceptional

Mihir Sanganee, Chief Strategy Officer and Co-Founder at Designsmith shares the journey behind shaping the interior fitout of this regenerative design project

Design Take: MEI by 4SPACE

Where heritage meets modern design.

The Choreographer of Letters

Taking place at the Bassam Freiha Art Foundation until 25 January 2026, this landmark exhibition features Nja Mahdaoui, one of the most influential figures in Arab modern art

A Home Away from Home

This home, designed by Blush International at the Atlantis The Royal Residences, perfectly balances practicality and beauty

Design Take: China Tang Dubai

Heritage aesthetics redefined through scale, texture, and vision.

Dubai Design Week: A Retrospective

The identity team were actively involved in Dubai Design Week and Downtown Design, capturing collaborations and taking part in key dialogues with the industry. Here’s an overview.

Highlights of Cairo Design Week 2025

Art, architecture, and culture shaped up this year's Cairo Design Week.

A Modern Haven

Sophie Paterson Interiors brings a refined, contemporary sensibility to a family home in Oman, blending soft luxury with subtle nods to local heritage

Past Reveals Future

Maison&Objet Paris returns from 15 to 19 January 2026 under the banner of excellence and savoir-faire

Sensory Design

Designed by Wangan Studio, this avant-garde space, dedicated to care, feels like a contemporary art gallery

Winners panel if hub

Winner’s Panel with IF Hub

identity gathered for a conversation on 'The Art of Design - Curation and Storytelling'.

Building Spaces That Endure

identity hosted a panel in collaboration with GROHE.