HeFlies: the art of being present
Meet the team behind the gravity-defying pouf HeFlies. What began as a spur-of-the-moment idea has evolved into one of the buzziest, most talked-about product concepts in Milan for a reason.
My experience as a marketing and creative strategist, writer, and editor is rooted in storytelling. Exploring the world of design is immensely linked to my work, as I’m guided by curiosity and open-mindedness.
WebsiteIt’s a futuristic balloon, It’s a space cushion, It’s a floating pouf! That’s one way of reacting to HeFlies upon introduction. Though the playful intrigue that surrounds it tends to provoke thoughts and associations of all sorts which potently underscores its unquestionable uniqueness. It turns out that Michael Chezzi, Filippo Cocconi, and Mattia Pini, the triangle of Italian creatives behind the innovative product, are quite down-to-earth.
They were initially consumed by the idea of creating a space-saving modern piece of furniture. Then, thanks to a pure accident, they discovered an inventive path forward. Michael recalls how “Filippo had been talking about flying beds for several years. His idea was to create something to optimize space in homes. When Mattia opened a container, he saw these inflatable protection bags used to protect the pallets from impact. He immediately texted Filippo, ‘What if we made a pouf?’.” The trio subsequently set about to craft the first-ever floating pouf.
Apart from its origin story, so much of HeFlies as a concept is very much rooted in the art of being present. As an accentuating piece of furniture, the pouf locks you in and keeps you lightheartedly focused as you interact and engage with it. All surroundings melt away as you get to know it from up close. Evocative of absolute freedom very much within one’s grasp, HeFlies lets you fully capture the essence of each gifted moment in riveting ways. Filippo, Mattia, and Michael are graciously taking it all in–“People’s reactions have been incredible. They make us feel proud because they make us understand that we have created something unique in the world. This motivates us and brings us a lot of joy.”
Fundamentally, the unconventional product begs the question: What do we associate flying with–both figuratively and metaphorically? A precious memory we often go back to? Independence? Self-expression? For the team behind HeFlies, it’s all about time-traveling back to a place of vulnerability and innocence, and indulging in optimistic escapism: “Flying objects make everyone feel like children again. Flying always gives a sense of magic. It is no coincidence that it is often said that everyone dreams of flying.”
HeFlies blends art, futuristic design, and functionality which makes it suitable for a wide range of spaces. Though it may look like a voluminous shiny balloon floating in the air, when you want to use it, it transforms into an innovative seat. HeFlies can bring sublime sophistication to creative and cultural agendas of all kinds, including galleries, museums, design events, and festivals. It can seamlessly be integrated into business and corporate settings such as retail spaces, pop-up stores and booths, relaxation areas, and gyms, as well as serve the function of an undisputably eye-pleasing piece of home décor.
Personalization of HeFlies is very much on the horizon as Filippo, Mattia, and Michael are currently working on an introductory palette and plan to gradually roll out custom prints and possibly new shapes. Looking ahead, the creatives would like to expand and build a range of products and are open to collaborations with other brands. They are polishing the prototype for a “frame on which to hang A3 or A4 prints” and gearing up for its imminent launch. When it comes to HeFlies, Michael brims with excitement as he says they would love to see it “as a seating arrangement for fashion shows. That would be something incredible”.
Filippo, Mattia, and Michael may come from different walks of life, but they are bonded by their innate rebelliousness and need to seek out the funny side of life. This palpably contributes to the multidimensionality (and tangible ticklishness) of the collective’s core product, a testament to the beautiful friendship that has been formed and will inevitably lead to many more enthralling adventures.
