Product Pitch This design project is focused on the development of a new, multifunctional sofa, Vert. It will be designed for contemporary, quality-driven, forward-thinking and environmentally-aware customers whose primary needs are excellence in terms of aesthetics, ergonomics, and many other furniture properties; and ecological sustainability of utilized materials and all involved production processes. Moderate price is important for them as well yet they see a purchase as an investment and, thus, instead of looking for just a cheap item, they search for optimal cost-benefit ratios. As for the product’s market category, Gray (2010) notes that it “gives an important frame of reference for the target customer, from which they will base comparisons and perceive value” (para. 2). Thus, Vert, which means “green” in French, will fall under a broad market category of home furniture, yet its intrinsic characteristics will link it to a narrower niche of wood-based, designer furniture. The key benefit and the main value of the product is eco-friendliness as it is meant to make target customers buy into the idea of Vert. The main competitor that currently offers similar product benefits is IKEA, and its main advantage is affordability of the furniture provided by the company. Nevertheless, IKEA designs are mass-oriented and produced by using inexpensive materials, while most of its products have traditional, Scandinavian style. At the same time, unique aesthetics, combining wood and certified organic textiles in emerald green tones, as well as simple yet modernist shapes, will differentiate Vert from everything else existing in the market. Product Implications Vert will be developed in accordance with the principles of human-centered design and will aim to accommodate all possible human needs associated with the everyday use of the sofa. According to Norman (2013), a good design implies smooth object-user interaction and communication, “indicating what actions are possible, what is happening, and what is about to happen” (p. 8). In the case of Vert, its primary functions will be easy to comprehend because the overall structure of the sofa will be similar to the one observed in traditional furniture designs and will invite users to sit and relax. Some of the furniture properties will be hidden and, therefore, it may be difficult to discover them at first sight. For instance, one may be able to transform Vert into a bed and make use of two retractable side shelves for placing drinks, books, and other items on them. Small grips will indicate places from where different parts of the sofa will be pulled out, but they are indented to be organically integrated into the design and may thus be unnoticeable. To facilitate and increase users’ control over Vert’s multiple properties, removable, before-use signifiers explaining how to transform the sofa will be placed on the grips. Additionally, the explanation will be given in the product description brochure. In this way, it will be possible to achieve maximum utility without compromising the aesthetics and produce a highly successful design. Cultural Implications Design is frequently used as a method to communicate different ideas and messages. As an example o