Greycork flat-packed furniture throws an Allen wrench in IKEA’s machine

The digital world is an endlessly fascinating place to spend time, but our physical forms must contend with places to sit and store stuff using conveyances known as furniture. And acquiring these items can often result in navigating items that are heavy, expensive or offer low-quality.

Seeking to put a cork in that frustrating process is Greycork, a Rhode Island-based company whose CEO learned his assembly chops working in a factory. The company extols the virtues of its sofa in its campaign video, noting its ash MDF construction, foam cushions, and tool-free (dis-)assembly that can be done within four minutes.