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The Beauty of Craftsmanship That Brings Tranquility to Life —Frama Studio Store
In the lingering January of winter, amid the snow-covered Copenhagen, transitioning from the bustling main road, Store Kongensgade, to the quieter street of Fredericiagade, the scenery and sounds gradually quiet down. Nestled in a corner of a classical ivory-white building in a community surrounded by the church garden, FRAMA Studio Store stands. Through the floor-to-ceiling windows, the warm wooden tones inside are revealed.
Distinguished from other design retail stores in Copenhagen, FRAMA Studio Store, through its collaboration with the coffee shop APOTEK 57, provides visitors with the opportunity to encounter design in their daily lives. The interviewer, amidst the background sounds of lightly tapping cups and the subtle aroma of coffee, sits down with FRAMA's PR specialist, Paulina, at a wooden table. Through conversation, they slowly feel the interweaving of nature, stories, travel, and space.
FRAMA
WABISABI (W): As a unique design store, including fragrances, everyday objects, and spatial design, could you share the founder's background and the core essence of FRAMA Studio Store?
Paulina (F): Essentially, FRAMA Studio Store is not just a store; it encompasses the fusion of design, spatial aesthetics, and narrative, redefining the traditional retail experience. Our primary goal is not just products but cultivating an immersive journey of experience by inspiring visitors through showcasing selected design pieces.
Niels Strøyer Christophersen, the founder of FRAMA, previously worked in furniture design. Growing up in South Zealand, Denmark, he drew inspiration from local thrift stores and sports and leisure. His experiences studying in Paris also played a significant role. Niels describes his childhood as "Spartan," simple, and disciplined, fostering his enduring passion for simplicity, still evident through FRAMA.
W: How does FRAMA Studio Store present a new retail experience? How does it create an immersive atmosphere?
F: FRAMA Studio Store is committed to providing a 360-degree experience, which is why we collaborated with the coffee shop Apotek 57. Through food, conversation, and joy, we aim for people to connect with the brand without noticing.
Regarding creating an immersive atmosphere, we consider several key aspects related to the exhibition and products. This includes resonating through simple material choices, the tranquility created by minimalism in space, the atmosphere enhanced by gentle lighting, encouraging exploration with the fluidity of space while providing areas for pause, enriching the experience by placing products in narratives, and meticulous attention to detail for a multi-sensory approach.
Nature
W: Inside FRAMA Studio Store, there are many unadorned and simple designs. What was the design concept at the time?
F: The overall ambiance of FRAMA Studio Store revolves around the connection with nature and the passage of time. Imperfections in materials and design elements are not hidden but cherished and preserved, inviting people to appreciate the beauty of imperfection, transience, and authenticity in life.
The room design features exposed original walls, displaying natural textures and flaws. The space is adorned with handcrafted wooden furniture, each piece bearing the marks of artisan craftsmanship. The floors, made of stone or recycled wood, exhibit weathered patterns and irregularities, adding natural character to the room.
Stories
W: There are many old columns and cabinets in the store. Are these existing elements of the space?
F: This building was established in 1878, originally a pharmacy with many numbered drawers containing various medicinal ingredients. During the renovation, we preserved all the cabinets, only adding transparent glass panels to the upper square cabinets to display products. Semi-transparent sliding glass doors were also added to prevent dust, allowing people to see the texture of the original wooden cabinets, preserving traces of historical stories.
Travel
W: What are the selection criteria for FRAMA's products? How are the furniture and objects in the space planned and arranged?
F: We develop and select products like a journey, searching for new designs or collaborations in an organic development process rather than a purely commercial one. This depends on opportunities presented by people and events, as well as sales forecasts based on customer and partner feedback to guide product production and development.
In the exhibition space, the arrangement of furniture intentionally employs asymmetrical design, creating a sense of movement and vitality while embracing the inherent flaws of each piece. The space features carefully curated accessories, such as irregularly shaped, handcrafted ceramics with earthy glazes, dried plants in simple vases, or displays of natural fiber textiles. Colors or weaves vary slightly, and because FRAMA's operators enjoy traveling, unique items are often brought back, giving the overall space a coordinated, unique, and travel-inspired story.
Spaces
W: The store space connects to a cafe through stairs. What was the idea behind this when designing it?
F: Initially, there was no door connecting to the neighboring storefront. However, because we assisted in designing the space for the cafe, we both hoped that the spaces could flow freely between each other, allowing for a seamless sensory experience between the two. The furniture and utensils in the cafe are also products of FRAMA, allowing guests to often walk over from the showroom to explore. If customers are interested in other products, we take them to the second-floor office for discussions. The fluidity and connections in the space create a very natural interaction and experience between us and the customers.
From perfumes, objects to the interior design of the cafe, FRAMA is influenced by the intertwining of four main sensory experiences: nature, stories, travel, and space. In works of different scales, one can feel FRAMA's emphasis on "life" and its infusion of tranquility into the craftsmanship.
