This is the 'Coat Chair,' a menswear-inspired seat by Fredrik Färg for Materia. The chair's back looks just like a collar, and like the collar of your favorite overcoat, it can be folded up or down for comfort.
Even the ties that hold the 'Coat Chair' together take inspiration from menswear; rather than bolts or more industrial fasteners, this seat is held together with large die-cast chrome zinc cufflinks.
Implications - One of the best ways a company can instantly create a buzz about their product is by significantly altering the design of a time-tested product. By presenting an old product in a new packaging, the company shows the willingness to avoid conventional wisdom in favor of originality and innovation. This will attract consumers seeking novelty, as well as those who want to appear as though they are on the forefront of emerging design movements.