Celebrating a history of firsts 
Coway
The Coway Icon is the first “smart-furniture” air purifier to combine medical-grade filtration with a form you’d proudly display in your living room—not hide in a corner. As indoor air quality becomes a growing concern—especially for consumers in urban environments—the Coway Icon offers a multifunctional, design-forward take on the traditional air purifier. From day one, Coway enlisted fuseproject as a strategic partner, collaborating at the concept stage to challenge every convention around form, function, and user experience.
In our second collaboration with Coway’s Design Center, led by Hyun Joo Song, we worked closely with engineers and product strategists to co-develop an entirely new architecture: a slim profile designed to sit as comfortably next to a couch or bed as it does next to a wall. The result is a silhouette that reads at first glance like a side table—crafted for the design-conscious home.
Finished in warm wood veneer and wrapped in a shell inspired by woven textiles, the Icon features invisible, touch-activated LEDs and subtle status indicators that appear only when needed, allowing it to blend effortlessly into its environment. Beneath its elegant exterior, we embraced a dual-function approach: integrating a wireless charging surface discreetly behind a fabric-like vertical panel, whisper-quiet high-performance airflow powered by HyperCaptive™ filters, and embedded Wi-Fi for real-time air quality monitoring, remote control, and filter life tracking via a dedicated app.
Since launch, the Icon has redefined the air purifier category by introducing both design and functional firsts—blurring the line between appliance and furniture. It remains Coway’s best-seller, recognized for its award-winning aesthetics, exceptional performance, and continued acclaim from consumers and expert reviewers alike.
- Product Strategy
- Product Design
- CMF Design
Category-First
- The first high performance air purifier designed as premium home furniture with hidden technology.
MoMA Store
- The Icon became the first consumer electronics product to debut in the MoMA Design Store in New York City—right after its U.S. launch.
Top-Ranked
- The IconS variant was crowned Best Overall in The Spruce’s “7 Best Smart Air Purifiers of 2025” for its blend of sleek aesthetics, seamless connectivity, and HyperCaptive™ filtration efficiency.
“Air purifiers are often hidden away. But Fuseproject worked with us to create a product that was not an eyesore — it’s eye candy.”
Hyun Joo Song
Head of Design Center, Coway
News
Awards
- Silver - Home Interior Products - Household appliances, 2021
- International Design Awards
- Winner - Furniture & Lighting, 2021
- Core 77 Awards
- Honorable Mention - Home Category, 2020
- Fast Company Innovation by Design
- Winner - Special Award, 2020
- Good Design Awards
- Winner - Bronze, 2020
- IDEA
- Platinum Winner - Health Category, 2020
- Spark Awards
