Ashcraft, a leading UK supplier of flat pack furniture, partnered with True Reflections to design a new bed that could add maximum value to the user for the space it occupied. Our design process began with user interviews, to understand the target market, the team identified two core objectives: ease of assembly and space optimisation. The resulting solution called the Pello addressed both objectives, culminating in an innovative design that was a practical, stylish focal point in the bedroom.