Joyride
l
neata
Investment Proposal
Mission:
To upgrade the office chair, so it better serves the objectives of the modern workspace
What is the goal of a workspace — any workspace?
Whether at home or in a shared office, a workspace exists for more than just getting things done — it should help you thrive in it.
A well-designed workspace supports:
Culture, purpose, and contribution
Collaboration, connection, and psychological safety
Creativity, innovation, and focus
Well-being, energy, and a sense of belonging
Intent
set up the goals/outcomes people are looking to achieve in a workspace
Why the office chair needs upgrading
Future looking progressives, Innovators and creators need inspiring environments
Innovation is propelling the world and tech companies are running the show.
Forward thinking needs forward thinking inspirational environments. For those who looking to create a workspace that fosters an environment that supports innovation, progress, focus, creativity, collaboration, well-being, productivity, and efficiency — at both the individual and team level, the office chair is stuck in the past.
Its overdue for reinvention.
Intent
set up the main audience -
Forward thinkers,
productive
creative, progressives
Why the office chair needs upgrading
Outdated in multiple ways
It’s not just the product that’s outdated — it’s the way it fits into our spaces, and the way it’s made, sold, and valued. From design flaws, to spatial inefficiencies, to a bloated, inflexible business model — the problems run deep and wide.
That’s why we’re tackling the office chair on multiple fronts.
Intent
Land there are multiple problems with the task chair
The workplace has evolved. The task chair hasn’t.
The way we work has changed dramatically — it’s dynamic, flexible, and collaborative.
But the task chair is still stuck in a single-purpose mindset:
Sit. Stay. Be ergonomic.
It was built for the old model — not the modern flow of work.
Intent
set up overal problem - workspaces have evolved. task chairs havent.
The workplace has evolved. The task chair hasn’t. Its time for a reinvention.
The way we work has changed dramatically — it’s dynamic, flexible, multi-focused and collaborative.
But the office chair has stayed static; both in design and its objectives. Stuck in a single-purpose mindset:
Sit. Stay. Be ergonomic.
It was built for the old model — not the modern flow of work.
Intent
single focus design out of sync with multifocus workspaces
We designed chairs to support 8-hour sitting. Then realised 8-hour sitting is the problem.
Traditional task chairs were proudly sold as “8-hour chairs.”
But long sitting is now known to harm health, limit movement, and restrict collaboration.
Still, the industry’s primary selling point remains: comfort while sitting.
We forgot that sitting is just one part of the workday — not the whole story.
Intent
set up overal problem - workspaces have evolved. task chairs havent.
They’re designed to be sat in — and useless when they’re not.
When unoccupied, most task chairs are in the way.
Bulky. Hard to stow. Visually dominant in the space.
They don't adapt to changing needs — or changing moments.
The result: clutter, blocked flow, wasted space.
Intent
set up overal problem - workspaces have evolved. task chairs havent.
Chairs that only look good from the front — when no one’s there.
Marketing photos show chairs face-on, perfectly lit — but in reality, they're tucked under desks, left out of place, or viewed from behind.
They’re rarely designed to contribute to the look or feel of a modern workspace.
The task chair isn't just uncomfortable when you’re in it — it’s awkward when you're not.
Intent
set up overal problem - workspaces have evolved. task chairs havent.
The way we make and value chairs hasn’t changed either.
High tooling costs lead to wasteful, inflexible manufacturing.
Overuse of plastic continues despite growing environmental urgency.
Low perceived value means most chairs end up thrown out, not passed on.
It's a model that no longer makes sense — for the planet or the workplace.
Intent
set up overal problem - workspaces have evolved. task chairs havent.
Problem 1: For the progress individuals and companies looking for more inspiring, connected working experience, the chair itself is outdated
Too narrowly designed
Built for sitting — and little else
Uninspiring experience
Offers no inspiration, joy, or sense of connection.
Rigid & Lack Adaptability
One fixed form. No adaptability for modern ways of working.
Problem - Office chairs are outdated
Joyride
neata
Solution: A transforming Office Chair
Multi-focused design
Fully fits under a desk creating more physical and visual space for the user & others sharing the space
Connected Experience
Creates a more dynamic and experiential workspace
Adaptable
Switches between a full ergonomic chair and a compact, stowable standby seat
Solution - A transforming office chair
Joyride
neata
Problem 2: For those looking to create a neat and organised working environment, that is minimal and harmonious; office chairs disrupt the space around them
They get in the way
Bulky and static, with no way to neatly stow or move them aside
They don’t support dynamic work.
Spaces are fluid — but chairs are fixed, with no way to adapt or respond
They clutter the room — even when not in use.
Unoccupied chairs create physical and visual clutter, breaking spatial flow and mental clarity.
Problem 2 - Office chairs disrupt space
Joyride
neata
Solution: A disappearing Office Chair
It gets out of your way
Fully fits under a desk creating more physical and visual space for the user & others sharing the space
It flows between different modes and uses
To better support your space for you and others
Visual harmony
Hidden out of thee way for a more calm and hamonious space
Solution 2 - A disappearing chair
Joyride
neata
Problem 3: The business model is broken
Tooling costs lock the industry into mass production.
Traditional manufacturing demands scale to break even — making it rigid and wasteful.
Too much plastic. Too little care.
Chairs are still built with plastic-heavy parts — despite known environmental costs
They’re treated as throwaway items.
Cheap to make, easy to replace — most chairs are destined for landfill, not legacy.
Problem 3 - Broken Model
Joyride
neata
Problem 4: Its hard to create a global furniture company without lot of investment
Very expensive to set up the infrastructure
Traditional manufacturing demands scale to break even — making it rigid and wasteful.
Its expensive to ship ready built office chairs globally
Chairs are still built with plastic-heavy parts — despite known environmental costs
They’re treated as throwaway items.
Cheap to make, easy to replace — most chairs are destined for landfill, not legacy.
Problem 3 - Broken Model
Joyride
neata
Solution: A transforming Office Chair
Creating Space & Flow
Fully fits under a desk creating more physical and visual space for the user & others sharing the space
Connected Experience
Creates a more dynamic and experiential workspace
Adaptable
Switches between a full ergonomic chair and a compact, stowable standby seat
Solution -
Joyride
neata
Solution: A transforming Office Chair
Creating Space & Flow
Fully fits under a desk creating more physical and visual space for the user & others sharing the space
Connected Experience
Creates a more dynamic and experiential workspace
Adaptable
Switches between a full ergonomic chair and a compact, stowable standby seat
Pitch | Solution
Joyride
neata