The article analyzes ergonomics as a social and cultural phenomenon, as something that is formulated and described by speakers in a specific social context; in a company that is specialized in producing ergonomic office furniture. Through a case study of an office chair, the article examines how ergonomics and its association with the vision of the potential users and their working spaces are constructed by the relevant actors in project meetings and individual interviews during the manufacturing process. The article is concerned with how, in the process of producing an office chair, the chair gains an identity of an aesthetic design object and how this comes to mean the reformulation of the idea of ergonomics. The empirical analysis also provides insight into how the somewhat grand discourses of soft capitalism or aesthetic economy are not abstract, but very much grounded in everyday practices of an organization. The article establishes how the vision shared by all the relevant actors invites active, flexible, and cooperative end-users and how the vision also has potential material effects. The research is an ethnographically inspired case study that draws ideas from discursive psychology.Keywords office furniture, ergonomics, discursive psychology, ethnography, design, office work, soft capitalism, aesthetic economy 2 SAGE Open Gabriel, 2005;Gabriel & Lang, 2008;Gregory, 2011;Hancock & Tyler, 2007;Lopez, 2010; Rafaeli & VilnaiYavetz, 2004;Strati & deMontoux, 2002;Valtonen, 2012;Witz, Warhurst, & Nickson, 2003). This field of research shows how the design of objects and spatial settings for modern organizations is also a physical embodiment of a specific organization's culture and values. Sometimes, the display of things and people is identified as presenting the values of "knowledgeable capitalism" or "soft capitalism" (Chugh & Hancock, 2009; Heelas, 2002, pp. 81-83; Thrift, 2005, pp. 20-47) or "aesthetic economy" (Böhme, 2003;Entwistle, 2009), while highlighting the soft characteristic of modern work life: creativity, inspiration, emotions, and aesthetics. Indeed, it would be naive to assume that the visions the designers and producers promote would be somehow isolated from larger cultural and societal values and discourses. However, as part of this developing field of research, the reformulation of ergonomics has yet not gained attention, and this article aims to shed light on the specific meanings of ergonomics and their possible consequences through a case study of an office chair.Central to the literature concerning soft capitalism is the proposition that it is a form of capitalism that puts emphasis on organizations as flexible entities that "go with the flow," always in action and on the move, aiming to produce workers who fit this type of an organization. Flexible organizations aim to recreate themselves by attempting to generate new traditions and representations of themselves and the world, instead of accepting established knowledge. In fact, the refusal of established knowledge is the basi...