A stool that shows its secrets becomes a masterclass in brand confidence.
What if the most powerful thing a furniture brand could do is show customers exactly what they are getting? The Square and Round stool by designer Xu Le takes this premise to its logical conclusion: a transparent acrylic surface that reveals the sophisticated double dovetail joinery holding the piece together. Produced in collaboration with Hangzhou Great Wisdom Creative Design Co., Ltd, the design earned a Golden A' Design Award in Furniture Design in 2021 for integrating ancient Luban lock principles with contemporary materials. The transparent surface transforms functional furniture into an educational moment. Customers see beech wood joints that use no metal fasteners, only centuries-old techniques refined over generations of Chinese craftsmen. When brands reveal construction methods openly, they communicate something profound about confidence in quality.
The multifunctional design offers additional lessons for furniture companies navigating urban markets. When positioned normally, Square and Round serves as a lightweight stool at just 1.8 kilograms. Inverted, the same piece becomes a side table with the acrylic surface forming a shallow tray for keys and everyday items. The transformation requires no mechanisms, hinges, or instructions, just a simple flip. The flat-pack capability, enabled by tool-free joinery, makes the design particularly suited for e-commerce fulfillment where shipping costs directly affect purchasing decisions. Perhaps most intriguing is the assembly experience. The Luban lock structure creates a puzzle-like interaction where discovering the release point delivers a small moment of satisfaction. Furniture brands seeking to elevate assembly into a memorable brand touchpoint will find inspiration in how Xu Le turned ancient engineering into contemporary delight.
The Square and Round stool demonstrates that revealing craftsmanship builds deep customer connection. For enterprises developing furniture lines, the principle extends beyond material choices. What aspects of your manufacturing process, material sourcing, or assembly methods could become visible brand assets? Transparency in design often becomes transparency in trust.
