Brand in residence: conversation with Frama’s Niels Strøyer Christophersen

``Establishing Frama was a matter of freedom and to explore a passion I had for design in general. ``

While building Numeroventi, the design of the apartments didn’t happen all at once, it grew over some time. A few pieces from the Danish brand Frama were among the first to enter the space; they perfectly contrasted the stiff grandeur of the palace, giving direction to what would happen next, a gentle conversation with the past.

Three years after our opening, I was thrilled to host Frama’s founder, Niels Strøyer Christophersen, and find out how he developed an idea for so long while still remaining curious about new discoveries and experimentation.

Interview with Niels Strøyer Christophersen, founder of Danish brand FRAMA 

Numeroventi: How would you describe the feeling of home in one sentence?

Niels Strøyer Christophersen: A home should be a place where you feel present and content in your self.

N: Your apartment turns into a gallery from time to time, how does it feel to open your private space hosting exhibitions?

Niels: Since my home is a former watchmaker space and placed on the ground floor on a corner building established in 1905, the situation about opening up the space feels very natural and a space where to invite people inside. The last exhibition was during the design days in Copenhagen and I named the exhibition Nothingness and Emptiness. It was an exploration in empty spaces where the space itself becomes the experience and not a typical “living setting” that you could expect from a private apartment. My house is full of small surprises and details so it was also a homage to the frames of my “private life”. The exhibition was also a manifestation of nothingness, and empty spaces can inspire to great ideas and feed your imagination in different ways than a space with lots of decor and functional furniture.

N: What part of your job excites you the most and how has it evolved through time?

Niels: I appreciate that my position is like an orbit position around the Frama brand where I’m involved in different departments of the company; from production, creation, marketing, to sales and so forth. It makes a great interlink of the brand outcome as well I believe, especially when the company is still in its establishing phase. But actually I’m moving myself in a more creative strategic position which will be an interesting journey.

N: Imagine you would have three spare weeks to work on a personal project in Florence. What would you focus on?

Niels: I would like to create some monumental pieces; both objects and functional pieces made by local materials of the region.

N: What is a characteristic that all FRAMA products have in common?

Niels: Our aim is to add very little decorative details into our objects and rather create straightforward products produced in natural materials, and preferable handmade because it creates a unique connection between the piece and the person/user. We also believe in pieces and materials that patina over time, just like us, and over time becomes more personal for the owner.

N: What does collaborating mean to you? How does this reflect on Frama?

Niels: Collaborations for Frama mean interacting and flow. By creating dialogues with likeminded people and companies where the synergies between the parties are appreciated. With Numeroventi there is a strong appreciation for spaces and atmosphere and creating a living in historic spaces in respect with the original but adding contemporary elements into to context. Frama believes in introducing new pieces when the time feels right. This won’t be dictated by the market or trends. Collaborations allow permanent pieces to have a new life simply by existing in new environments.

N: Frama seems to have rich maturity in the way it communicates to people, yet its experimental and ever evolving. Do you remember your first feeling, your intention, when it all started?

Niels: Establishing Frama was a matter of freedom and to explore a passion I had for design in general. Using the word design is a bit dangerous because it’s easily misunderstood but my perception of design is basically doing observations and to be present and considered in your life. The outcome of this is in my opinion design and that can have many facets and directions and Frama carries a certain language. That first feeling and intention is still the core of the company today and most importantly is that everybody who is involved in Frama have a feel of freedom and passion for what they do.

Photos: Marina Denisova

Creative Direction: Martino di Napoli Rampolla

Artworks: Yoon-Young Hur; Carla Cascales Alimbau; Lorenzo Brinati