Getting to know ReFramed

ReFramed is a newly-formed Danish design company celebrating the virtue of thoughtful, human-centric design. With an emphasis on urban solutions, the brand develops user-friendly, flexible, bed-frames befitting a wide array of contemporary living environments. Merging design ingenuity with an industrial, pared-back aesthetic, their beds conform to the demands of a brighter, more circular future of design. 

 

THE AUDO: CAN YOU DESCRIBE HOW REFRAMED CAME TO BE?

REFRAMED: ReFramed is guided by an international mindset, wherein we believe that design deserves to play a significant role in peoples’ lives. Growing up in Denmark, we are constantly surrounded by objects and furnishings that are designed to last for generations to come. At Reframed, we aim to share this cultural perspective with a wider European audience by making great design accessible and relevant for everyone. The brand was launched through Wallpaper Magazine in July last year and is still in the early stages of its life.


TA: REFRAMED IS VERY PARTICULAR ABOUT MATERIAL QUALITY, RESPONSIBLE SOURCING AND CERTIFICATIONS. HOW DID YOU GO ABOUT FINDING THE RIGHT SUPPLIERS AND TEAM-MEMBERS TO HELP EXECUTE YOUR VISION?

R: In our research process, we quickly identified the bedroom as an ideal place to start when crafting a unique product. We tend to spend a lot of time in our bedrooms, especially when living in an apartment or when sharing smaller spaces. In urban cities, your bedroom often becomes a much-needed sanctuary, both for sleep and to escape the everyday hustle.

From this, we created a design brief that described how the bed needed to be durable, fully recyclable and able to be flat-packed. Additionally, we wanted to create a product that could be easily assembled and disassembled.

Designer, Tim Rundle instantly connected with our brief and introduced an exciting and innovative direction for our brand. We decided that we wanted to produce the bed regionally and chose Portugal as our location due to our connections in the country. They have great aluminium factories as well as wood for slats, storage and headboards, all relatively close to the city of Porto.

TA: HOW DID YOU DECIDE WHAT TO FEATURE AT YOUR POP-UP AT THE AUDO

R: ReFramed’s first product is a bed system. The bed frame is the essential part, where the headboard, bedside tables and storage units all connect to the frame. We acknowledge that people have different needs and preferences and therefore, offer all items as add-ons to the frame. We’re showcasing the entire system at The Audo but we’ll also try to demonstrate  different possible “configurations” during the two weeks.

The Audo is a design destination in Copenhagen and we’re honoured to be partnering with the brand for our first physical pop-up. While the design universe of ReFramed differs from The Audo in some regards, we believe that our design DNA can compliment and enhance these differences.


TA: IN YOUR OWN WORDS, HOW WOULD YOU DESCRIBE REFRAMED AND ITS COLLECTIONS?

R: This is a difficult question! The bed frame is quite a technical product, constructed using a hard type of material. The goal has always been to create something different and bold yet practical and versatile. For instance, the height of the bed is based on the width of a Rimowa carry-on suitcase, as we know that people frequently struggle with where to stow their things. So in that way, it’s also quite functional. ReFramed’s assortment of add-ons is ever-evolving and we’re already working on a different aesthetic for future collections to make our frames even more versatile.

TA: ARE THERE ANY INNOVATIVE AND SUSTAINABLE SOLUTIONS THAT YOU’RE LOOKING FORWARD TO ADOPTING IN THE NEAR FUTURE?

Q: There are a lot of interesting materials on the market that we’d love to try and work with, which are both innovative and incredibly sustainable.

Presently, we’re working with our factory to devise a method of serial-coding our products. This will allow us to create a circular infrastructure through which we can give our products a second-life using technology. We believe this will help improve our relationship with design in the future as we can demonstrate the value of well-made, circular design.