Framas new Barcelona studio store express their emphasis on collaborations

FRAMAS NEW BARCELONA STUDIO STORE

EXPRESS THEIR EMPHASIS ON COLLABORATIONS

INTERIORS


”I think it's more important than ever to stay true to your community now”, says Frama founder Niels Stroyer Christophersen. The Danish brand recently took their Studio Store concept to Barcelona, now sharing space with the innovative family owned florist Alblanc Atelier in the neighborhood Poblenou. The Studio Store concept is based on collaborations with local creatives and an inventive way to explore design ethos and build friendships with similar thinking brands and ateliers in different communities.

FRAMA

Frama is a multi-disciplinary design brand with a collection of furniture and lifestyle products that aims to encourage mindful living. Their headquarters is an ever-changing studio, shop and cafe housed in the historic St. Pauls Apotek in Copenhagen. Their first book Dialogues launched 2016 and was a “mix media” book with recipes, interior photography and conversations.

WORDS

PHOTOGRAPHY

Hanna Nova Beatrice

Salva López

THE EVOLUTION OF FRAMA

”To us it’s important to keep challenge ourselves and not play safe. It’s at the very heart of the evolution of Frama; most of the time it's the unknown that brings most value,” says Stroyer Christophersen.

Since the launch of their first collection in 2011, Frama has worked in an organic way with their collections and the expansion of the brand, not afraid to try new ideas and challenge notions of how a design brand should run their business. 

”At times this can be a bit challenging for a company, especially when you are growing and operations and management tends to be focused on the tangible subjects. But preserving a space in a company for “wandering” is very important,” Stroyer Christophersen says.

”Today I see a product in a very holistic way, so the ethos of the company behind it is as important as the product itself, and that includes the people working in the company, their general communication, and the “feeling” the company expresses too.”

Based in the Nyboder neighbourhood, Frama’s Copenhagen headquarters is an ever-evolving studio and shop housed in the historic St. Pauls Apotek. This is where they experiment with new launches and try out new expressions. Later this spring Frama will launch their new book Perception Forms.


”To us it’s important to keep challenge ourselves and not play safe. It’s at the very heart of the evolution of Frama; most of the time it's the unknown that brings most value”


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