Where classic meets contemporary
Frama has found its home in what was once St. Pauls Apotek, dating back to 1878. The studio is located in Copenhagen’s historic row house district of Nyboder and still has the same original oak pharmaceutical fittings, cabinets and ornately painted ceilings. The beauty of the showroom is that it showcases its timeless, modern and simple designs in a stunning contrast to the classic interiors of the old pharmacy it once was. Frama is notorious for their beautiful designs in furniture, lighting, kitchen, books and apparel.
Frama's designs are all linked by one strong common denominator, they all focus on natural materials, simple geometry and a general appreciation of permanency. Frama is home to several different collections, named ‘Permanent’, ‘Studio’, ‘St. Pauls’ and the most recent, ‘Study Collection’. The pieces in each collection are a testimony to the return of simplicity, where the appearance of design aims to be honest and sincere. Working within the area of design archetypes, Frama represents a graphical and straightforward aesthetic approach to design.
Frama's Studio collection is designed to be a free standing element in a space without mounting any walls or floors. Each and every single one of Frama's designs are built upon a powdered coated metal grid providing an industrial but light approach. The Frama studio kitchen is a result of a simplification to the standard of today's complex built to fit kitchen approach. The joinery and meeting of materials is celebrated as a visual cue to Frama's back to basic approach.
The Permanent collection is designed with the same staple approach to materials shapes and expressions. The collection aims to curate and maintain a selection of objects and pieces created by various designers, craftsmen and architects. It speaks to the values at the very core of Frama and is the truest embodiment of everything they believe and aspire to create. The permanent collection is indefinite and it is the ultimate expression of permanence.
Interpreting the old pharmacy in the aesthetic of the showroom works well with Frama’s creative line of combining the classic with the contemporary. The synergy between the past and the present elements of the space is a direct link to how Frama defines their main interest within the creative field as a dialogue between two opposite poles; classical and contemporary approach, between digital and analogue production.
Frama's designs are known to focus on the use of natural materials, quality and simple geometrics. This is how they maintain the timeless yet modern look they are known for. Frama has stores in seven cities around the world, with locations in both Mexico City and New York. Their straightforward and extremely graphic approach to design is what makes their style so captivating and aesthetically pleasing.
See the Frama collection here