USP:
A modular yoga and meditation product line designed for
micro and tiny apartments, functioning both as storage and in-use pieces.

There are many articles and ideas about how to adapt a meditation or yoga practice for a small space, but very few products actually designed for this function.

Target market:
Urban yogis/meditators
50-400 sq. ft. apartments
20-40 yr olds (moving more often)
Unisex

8% of the population meditates
8.7% of the population does yoga
44% are interested in trying yoga
80.7% of the US population lives in cities

TAM: 327,288,544
(U.S. total population)
SAM: 28m
(Percentage of U.S. population that meditates)
SOM: 23m—116m
(U.S. population that lives in an urban area and practices or is interested in practicing yoga)

^{census.gov/popclock/
yogajournal.com
nccih.nih.gov/research/statistics/NHIS/2012/mind-body/meditation
reuters.com/article/usa-cities-population/more-americans-move-to-cities
-in-past-decade-census-idUSL2E8EQ5AJ20120326‍}

Contacting Stores:

Target:

Diverse consumer base
Aspirational shopping experience
New, modern brands replacing older, under-performing brands

Local Craft Store (Anonymous):

Older consumer base
Value/Hobby oriented shopping experience
Interested in supporting local and handmade work

Benchmarking:‍

‍1. Aeromat Hanging Rack for 20” Mats
$30.99, yogaoutlet.com

2. The Basic Holder, Single Tier with Shelf
$48.00, wuduwarehouse on etsy.com

3. Jade Green and Aqua Yoga Mat Holder Tiny Spaces Storage Bin
$169.00, africanbaskets on etsy.com

4. Compact Meditation Altar with Buddha Statue and Incense
$74.00, theyankeewoodsmith on etsy.com‍‍

5. Floor Style Buddhist Meditation Shrine/Altar with Pedestal
$189.95, theyankeewoodsmith on etsy.com

A moodboard capturing different textural, rhythmic, and organic forms to inspire the form, function, and fine details of this furniture design. The final pattern used the linework of mushroom gills in a repeated shell pattern for a structured, geometric feeling.

Experimenting with dual modes of storage and function as well as portability. Visual and dimensional motifs were generated with CNC manufacture in mind.

This prototype's shape language was too industrial, like a yoga studio rather than a home practice. I had to change the proportions to be more curvilinear, welcoming, and artisanal.

Manufacturing/Pricing:

‍
Price Estimates:
Low end:
Tray: $30
Wall Unit: $40
Floor Unit: $140
High end:
Tray: $75
Wall Unit: $90
Floor Unit: $230

Processes:
Embossing Roll:
Large production runs
Creates surface pattern
Greatly reduce time and cost
CNC milling:
Mid-sized production runs
Cuts irregular silhouette
Creates surface pattern  
Routing:
Creates some joints and edges  
Hand Processes:
Small production runs
High time and cost
Benefits artisans and artisan shops

A modular yoga and meditation furniture line designed for micro and tiny apartments, functioning both as storage and in-use pieces.

Flat-pack for easy moving
Modular system
Plant inspired surface pattern