Oi to the World: Cocoon Branding’s innovation, Oi Furniture, featured at the WIRED Store this Holiday Season!

Nov 25, 2010 | Corporate Member News

The Oi table at the Wired store

All you really want for Christmas this year is Oi. Local brand agency Cocoon, innovator of the product turned business Oi Furniture, is pleased to announce that their unique cellular furniture has been included in this year’s WIRED Store – an experiential gallery showcasing what’s new and next for the holiday season.

The WIRED Store is located at 692 Broadway, at 4th Street in NoHo. It will be open to the public November 19, 2010 – December 26, 2010 from 11am – 7pm, Wednesday through Sunday (closed Mondays and Tuesdays and the Thanksgiving and Christmas holidays). Online shopping is available at www.wired.com/wiredstore 

Jason Abbott

“It’s really exciting for a Winnipeg-based company to be featured at the WIRED Store, and it’s a significant milestone for us,” said Jason Abbott, VP, Business Development for Cocoon Branding. “WIRED is a thought leader and trendsetter when it comes to cool and innovative new products, and it’s inspiring to see Oi alongside their 2010 group of WIRED Store products.”

Oi Furniture’s ability to be reconfigured into virtually infinite possible combinations makes it unique in the furniture category and has captured the attention of the global design community. Designed to be the most environmentally friendly furniture on the market today, two units can be easily reconfigured to form a 30″ cube – creating the most efficient form possible for shipping large volumes (and getting it into an elevator or up a flight of stairs). The base and internal cores can be reused, extending Oi’s lifespan far beyond the use of a typical traditional sofa. Oi is also recyclable, so there is no reason for an Oi Sofa to end up in a landfill. All fabric options – including premium quality Maharam fabric – were consciously made with sustainability and safety in mind.  

Kyle Romaniuk

“We see this not only as a big deal for Oi, but also as a statement on the strength of Canadian design and innovation,” said Kyle Romaniuk, Brand Director at Cocoon Branding. “We hope our story will encourage other designers and businesses to see that there is always global potential for fresh and innovative ideas – even if you’re based in a smaller market like Winnipeg. You don’t need to leave Winnipeg to pursue big ideas and international-calibre work.”

Seating and table cells are available to purchase online, starting at $549 (USD) per cell.

Those interested in learning more about Oi – and adding it to this year’s letter to Santa – can visit http://www.ilikeoi.com/


Oi table and sofas on display at the Wired store


Cocoon works with a broad range of clients in many different categories including start-ups and established brands. Cocoon assists in creating brands, their brand identity design, and branded experiences. Our approach promotes relevant creativity, focusing on the needs of the target audience and considering the core essence of the brand. Being a multi-disciplinary agency, Cocoon is able to conceive ideas and introduce them to the world in any way deemed most effective and appropriate – whether one or a combination of product design, advertising, online, print, retail environment. 

Click here to learn more about Cocoon.  


Oi is a new brand of environmentally low-impact cellular furniture, developed by Winnipeg, Canada-based Oi Furniture. The first prototype – a modular loveseat – was unveiled as a concept at the 2006 International Contemporary Furniture Fair (ICFF) in New York City to critical acclaim and has since been featured in Business Week, Treehugger, and Core77.

Oi strives to develop innovative and sustainable products that adapt to people’s every-changing lifestyles. Learn more – and get an Oi of your very own – at iLikeOi.com.

Follow Oi on www.twitter.com/ilikeoi and www.facebook.com/ilikeoi for ongoing updates.


WIRED is the first word on how ideas and innovation are changing the world. Each month in the magazine and every day online, the editors deliver a glimpse into the future of business, culture, innovation and science. WIRED, published by Condé Nast, was named to Ad Age’s “A-List” in 2010, has received three National Magazine Awards for general excellence (2005, 2007 and 2009) and was named Magazine of the Decade by Adweek (2009). In 2009, WIRED.com was named Best Magazine Website by Adweek, Best News, Business & Finance Website by MPA Digital, and took home six Webby Awards. WIRED magazine and WIRED.com reach more than 14 million readers a month.


Kyle Romaniuk, Brand Director & Principal, Cocoon Branding
204/990.6667 / [email protected]   

Jason Abbott, Vice-President, Business Development

204/ 885 7742 ext: 205 [email protected]

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