Product

Hey everybody! We’re back on Kickstarter for our second campaign and we couldn’t be more excited to introduce our most versatile and afforable product yet …

Say hello to FLEX

Short for ‘flexible’ or in other words ‘versatile’, FLEX is designed to be your best friend around your home. Its deceptively simple design, made up of two interlocking U-shaped pieces, is perfectly proportioned so it can be used in a myriad of ways.

Ways to FLEX 

One FLEX is the perfect size to be a beautiful coffee table, shoe rack, or even a standing desk work surface. Simply slide the smaller piece out and it becomes a beautiful WFH lap desk. Flip the larger piece up vertically and it’s the perfect height for your couch end table to enjoy your morning cup of coffee.

But it’s when you bring more than one FLEX together that your imagination can really run wild! Click two FLEXs together to create a stunning media console for your record collection, or a beautiful display for your plants. Need more storage space? Why not connect more together to create a modern, modular shelving system with timeless curved wood details.

All-In-One

As seen in

Idea

The idea for FLEX began as a gift for a friend of ours who was pregnant. We wanted to create a simple and elegant piece of furniture that she would love, but also wanted it to be as useful around the house as possible.

Design & prototyping

We began to think about size and proportion as a way for the design to do more – what if it could be used both horizontally and vertically? What if there were two pieces and they could be used in various ways?

Once we had settled on a size and shape that made sense we began to think about how the pieces would fit together. Something about a sliding round dowel as a joint seemed to match the simplicity and curved aesthetic of the design. It’s a tactile sliding joint that is as satisfying to use as it is simple.

We knew we had something cool on our hands. But could we go further? What if we could connect more than one FLEX together? What if you could connect as many as you want?

For such a seemingly simple design the prototyping and development was complex and took about 6 months. We created many molds to ensure the perfect size, shape and to make sure we got a perfect repeatable result. Easier said than done with bent lamination! 

Pricing

Dimensions

Manufacturing

It’s no secret that we are admirers of the iconic designers Charles and Ray Eames. Their pioneering work in furniture design and mass production paved the way for designers like us to experiment and rethink what furniture can be.Up to this point we have produced everything right here in our Brooklyn workshop. But it was with them in mind that we made the big decision to begin working with an incredible factory in China who has over 50 years experience in manufacturing furniture for many large US retailers.By focusing on designing and prototyping at our Brooklyn workshop and working with our colleagues in China to manufacture at scale, we can now offer higher quality products, at a much more accessible price point, at a greater quantity than would ever have been possible from our Brooklyn workshop.

Fulfillment

We have already produced our first 100 units with our factory in China and are ready to fulfill as soon as our initial goal is reached. Once we reach this goal we will have enough capital to begin the production of the second batch of 400 units which will take six weeks to complete. We expect to fulfill the regular Kickstarter orders in January of 2024.

Thank you!

We can’t thank you enough for your support! It means so much to the Hoek team to know that we have a core group of supporters and early adopters that champion our brand.  We are truly passionate about creating innovative products that make your life a little easier, and a little more fun.

The Hoek Team

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