Part of a “brand driven collection” this product is trying too hard to be something more than it is, a well thought out, straightforward sofa. The inarticulate story behind the brand is foggy at best, like who is the brand collection for, or actually about? With this panning aside, the actual sofa is smart, successfully expanding on ideas, like modularity, easy shipping, eco-sensitvity and multiple use, that IKEA established decades ago – but Oi reaches further by marrying these features to better quality materials and more durable construction.