Making a Statement

Bold design is making a comeback, and the Pack sofa by Edra is a prime example of avant-garde innovation. People’s reactions to the sofa vary, ranging from joy to surprise, with many drawn to its softness and impressive scale. However, one notable observation is how the sofa, in a rather ironic twist, makes breaking the ice easier than in typical social settings. Its plush softness and lounging form seem to invite people in, encouraging them to take a seat and embrace the moment, as perfectly epitomised in this poem by its creator:

Times of ice melting.
Loneliness of many.
Happiness under the sun.
Blue. Adventure.
Hope for a new season.
The Bear. The Other. The Diverse.
The affectionate softness of diversity.
From fear and cold
to bravery, to the risky game of life.
The feeling of being born again.
The pleasure of meeting again friends from far away.
Celebrate.
Form opens a new space.
In our Mind and Home.
An open space to play and live.
An angle of intimacy.
A warm nest.

– Francesco Binfaré

Design Unpacked

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 Pack sofa is more than just a seating element – it’s a conversation starter, a statement and an artwork in itself,” shares Kader Mithani, CEO and Founder of Casamia. “Our clientele, particularly those who appreciate bold design, are drawn to its whimsical yet luxurious presence. It resonates with those who seek individuality and meaning in their spaces. Pack perfectly fits the evolving sensibility of our clients who are no longer just looking for furniture, but for pieces that reflect their personality, values and taste. It’s a standout piece that brings both narrative and sophistication into a room,” he adds. 

The bear-shaped backrest, crafted from polyester and covered in eco-friendly fur, is soft, mobile and ballasted for stability. Its non-slip leather base allows it to adjust naturally, providing a sense of warmth and embrace – an invitation to relax without restriction. 

Photography: Matteo Piazza

Casamia – On being Tastemakers

Founded in 1987 in Tuscany, Edra is part of Casamia’s growing portfolio of prestigious brands. Edra’s pieces are a response to the company’s absolute requirement for timelessness and universality of use. “What drew us most to Edra is their approach to design, blending advanced technology with an almost poetic sensibility,” states Mithani. “This aligns with our vision of curating spaces that are not just functional, but inspiring – where every piece has depth, intention and legacy.” 

“High-concept, sculptural furniture is gaining momentum, not just as a luxury, but as a form of artistic investment,”

The addition of Edra’s Pack sofa in Casamia’s portfolio reflects the region’s evolving design landscape – one that is embracing individuality, storytelling and artistic expression in luxury interiors. “Clients are embracing pieces that reflect their personal journey, their taste and their desire to stand apart,” Mithani says. “Whether it’s through colour, form or concept, there’s a growing appreciation for the unique and unexpected – something we encourage and celebrate at Casamia.”

Mithani also observes the evolution in the UAE and wider region, where design is rapidly starting to reflect an extension of cultural expression and personal identity. “High-concept, sculptural furniture is gaining momentum, not just as a luxury, but as a form of artistic investment,” he shares, adding that the appetite for collectible, sculptural pieces is only growing. “At Casamia, we’re responding to this by curating selections that are as much art as they are furniture, offering clients access to the world’s most visionary designers.”

In Design

We turned to three leading interior designers to explore their impressions of the Pack sofa – a sculptural, avant-garde piece that blurs the line between furniture and art – and how they would design a space to complement its distinctive presence. “As a deep admirer of [René] Magritte’s surrealism, I love the idea of combining familiar elements outside their original context and placing them in unexpected environments to change our perception of reality. Dreamlike elements that create a sense of unease, intrigue and visual contradictions provoke contemplation, as surrealist artists often suggest,” shares Francesca Patti, Hospitality Design Director at Bishop Design. “This surrealistic philosophy perfectly captures how I envision this sofa – fitting into unexpected interiors. I see this iconic design making its greatest impact precisely because it feels out of place, creating a powerful sense of surprise.” 

“As a deep admirer of [René] Magritte’s surrealism, I love the idea of combining familiar elements outside their original context and placing them in unexpected environments to change our perception of reality”

Patti suggests setting a stage for such a whimsical piece in addition to creating an interior that also narrates its own story. “I envision the Pack sofa acting as a host; not a traditional host greeting you at the door, but one waiting in the main lounge, inviting you to slow down, enjoy the moment, sit, chat and share stories, all while feeling embraced by nature. The interior should be carefully designed and balanced, with lighting strategically placed to enhance its soft and inviting form.”

“We have previously incorporated this sofa into a children’s playroom, where its sculptural quality naturally lent itself to both function and aesthetics,” says Kate Instone, Founder and Creative Director of Blush International. “Positioned at the centre of the room, it acted as a double-sided island, subtly zoning the space. One side faced the TV area, creating a relaxed lounge setting, while the other side was oriented toward the play area, making it an inviting and interactive feature,” she notes. Instone emphasises that a statement piece like the Pack sofa demands space and should be positioned intentionally, where its fluid, sculptural form can be appreciated from multiple angles rather than feeling crowded or forced into a setting.

“Think of a curated selection of organic shapes, sculptural lighting and layered textures that echo this piece’s sense of comfort and playfulness. The Pack sofa needs a space to breathe and to be admired,”

According to Vera Dieckmann, Founder of XO Atelier, the key to designing around the Pack sofa lies in creating an immersive yet balanced environment that complements its playful, nature-inspired narrative. “Think of a curated selection of organic shapes, sculptural lighting and layered textures that echo this piece’s sense of comfort and playfulness. The Pack sofa needs a space to breathe and to be admired,” she says. “In my opinion it is a perfect key piece, a solo star, which needs some extra spotlight and, for sure, a client who loves design and understands the joyful and playful creativity behind the piece.”

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