Physical Comfort Fuels Authentic Connection: doob Joins NTU HERE4U to Combat Loneliness

November 05, 2025

Physical Comfort Fuels Authentic Connection: doob Joins NTU HERE4U to Combat Loneliness

The pressure of academic life and the demands of modern employment can often lead to a silent challenge on university campuses: loneliness and social isolation. The Nanyang Technological University (NTU) Wellbeing Office tackled this head-on with their signature HERE4U 2025 campaign, centered on the theme of “Loneliness.”


doob was honoured to collaborate, proving that sometimes, the simplest way to open the mind is to first relax the body.

Active Relaxation: The Key to Authentic Connection

Our core philosophy, Active Relaxation, states that when the body is truly comfortable, the mind is free to engage, connect, and create. This concept was the driving force behind our partnership with the NTU Wellbeing Office.


Traditional, fixed seating can create a barrier, reinforcing formality. By contrast, flexible, supportive seating immediately lowers social guard and encourages open dialogue—making it the ideal environment for fostering meaningful conversations and combating social isolation.

The HERE4U Exhibition: Creating a 'Connection Corner'

The highlight of our participation was the Exhibition/Bazaar on March 27th. We worked with the NTU team to create a welcoming, low-friction space designed specifically for human interaction:

  • The Connection Corner: We provided five of our premium bean bags for a dedicated "Connection Corner" booth. The goal was simple: provide an area where students and staff could drop their backpacks, sink into a comfortable seat, and practice being present. This physical comfort made it easier for people to sit together, fostering the casual, informal setting needed for authentic connections to flourish.

Supporting Reflection: Bean Bags for the Movie Screening

On April 10th, doob provided 15 bean bags to enhance the experience of the Movie Screening, which showcased a film related to the theme of loneliness.


Creating a cosy and informal setting is vital when tackling sensitive topics. Our seating helped transform a regular space into a supportive environment, allowing the NTU community to fully relax, unwind, and reflect on the film's themes and their personal wellbeing without the rigidity of traditional seating.

The Takeaway for NTU Students and Staff

The lesson from HERE4U 2025 is that fighting loneliness starts with small, intentional steps.


The Solution Isn't Just Talking; It's Creating the Right Space to Talk.


The next time you’re feeling isolated, remember that comfort is an active choice. Finding a space that truly supports you—a corner, a flexible seat, a moment of intentional pause—can lower your mental defenses and make it easier to reach out and connect.


We are proud to partner with the NTU Wellbeing Office in their commitment to building a caring, supportive campus where every student and colleague has the support to thrive.


Find Your Comfort, Find Your Connection:

  • Explore: Visit the University Wellbeing Office for more resources on tackling loneliness.
  • Experience: Look for flexible seating options on campus that encourage Active Relaxation and social engagement.