When we were kids, the impulse was always the same: draw on whatever surface we could get our hands on. Walls, desks, cabinet doors, notebook covers, pencil cases, any surface could become a blank page to create on, or simply scribble on. Then this urge to color everything in with markers disappears or, maybe, simply gets suppressed, because if we really could draw on everything without consequences, we probably would. Marina Efimova decided to ignore this unwritten rule, and in 2025 founded the brand MARYEEFI.

Marina Efimova is a young designer who turned that childhood impulse into the concept behind her design brand, starting with a single piece: the sofa. Maryeefi offers the option to choose your own modular sofa and then, instead of leaving it monochrome and minimal, gives you the further option of deciding which scribble to decorate it with.

From fantasies that seem to come straight out of a child’s mind to patterns reminiscent of graffiti and street art, the distinctive thing is that no decision is final. In fact, while our childhood drawings were nearly impossible to remove and clean off, Maryeefi’s are printed on easily interchangeable covers.

The sofa can be updated over time, reinterpreted, made to evolve alongside the space that houses it, without ever having to be replaced. It’s an idea that clearly speaks to a new way of thinking about design, one where you don’t have to settle on a single piece with no room to change, but instead make change itself a deliberate choice.

Another key feature is that every piece is made to order only. A decision that moves away from the logic of a market segment aimed at design for everyone, and brings it closer instead to the logic of designer, author-driven pieces.