CASE STUDY 3

Designer Ajao Shen founded PIY (Play It Yourself) in 2012 with the concept of creating a furniture shop without furniture, the founder of PIY Ajao Shen established the concept of "FUNiture" or "TOYniture", using "toy" thinking to design furniture, creating an ecological environment of threaded mortise and tenon furniture, allowing customers to assemble it themselves, creating an interactive relationship between people and furniture (PIY, no date). From the PIY concept we can intuitively understand the use of "toy" thinking to design furniture, the designer is no longer designing a single product, but a system that can be played with, allowing the user to participate in the design process. This furniture format breaks down the conventional image of furniture design by breaking it down into components, transforming the furniture shop into a large 'playground', establishing interaction between the user and the furniture from the sales process, making the furniture 'unique' to the user, and gamifying the process of purchasing and assembling the furniture in the modular furniture format. The modular furniture format gamifies the process from purchase to assembly, transmits autonomy to the user through the process of use and thus strengthens the emotional association between the people and the furniture, uses variability to provide the user with a sustainable emotional value and increases the life cycle of the product from the emotional factor. At the same time, the modular approach to the gamification of the furniture offers the user more flexibility and freedom of interaction, which is in accordance with the pursuit of personalisation in contemporary society.