Danish entrepreneur Kasper Simonsen launches ReFramed, a new design brand ‘determined to challenge the role of good design in people’s homes’. The brand makes its debut with a minimalist bed design, created in collaboration with London-based designer Tim Rundle and featuring an essential aluminium frame as well as modular add-ons, such as bedside tables, headboard and storage drawers.
With previous experience working with companies such as Hay and Menu, Simonsen had a clear idea of how a good design company should operate. His aluminium modular bed comes flat packed, it is inspired by direct-to-consumer start-ups, and aims to deliver a well-designed, well-made product with customer experience and logistics built into the design process.
ReFramed: the bed design process
‘We asked ourselves, what's the coolest product to make? We identified the bed as a great place to start,’ says Simonsen. ‘We decided to create a fully modular bed-frame system that was flat packed and easy to ship and store.’ The team includes Rundle, as well as a product engineer with previous furniture design experience, and after one year of product development, the ReFramed bed is ready to launch.
The bed design features an essential frame with curved edges, and it’s available in brushed aluminium, white, blue and red. It’s simply assembled in a few minutes with a single tool and no loose screws. Additions to the frame include an ash headboard and bracket-shaped bedside tables, which easily slot into the bed’s sides. Optional ash drawers fit underneath the frame, an added functionality that makes the bed particularly suitable for small spaces and urban apartments (opens in new tab).
The brand’s direction was clear from the start: ‘We wanted this to be a system, and we decided that extruded aluminium would be fun to work with: it's 100 per cent recyclable, it's extremely durable, not very heavy,’ he says. The bed is imagined for city dwellers, and the whole product, down to the box it comes in, is designed to be delivered with ease: ‘The box is just under 2m long, so if you live on the third floor in Paris, a courier will bring it up to the third floor and give it to you.’
A streamlined design experience
‘Furniture is often complicated to get hold of and buy,’ says Simonsen, referring to some companies’ lengthy manufacturing and delivery schedules. ‘It usually takes eight weeks: who has got eight weeks?’ ReFramed is set up to be nimble in its operations, and with logistics firmly in mind. ‘We can fit up to 72 beds on a standard pallet, and we can store them in small spaces,’ he explains. ‘We really want to be accessible: people come to our site, see the product, find out what it costs, add to cart and have it delivered in Europe within two to three days.’
Producing extruded aluminium beds, he adds – from factories ReFramed operates in Portugal – allows the company to commit to delivering a hundred beds weekly if needed. ‘We are a one-product brand,’ he concludes. ‘So we want to get the entire experience absolutely right.’
Bedframe from €1.000
reframedbrand.com (opens in new tab)
Rosa Bertoli was born in Udine, Italy, and now lives in London. Since 2014, she has been the Design Editor of Wallpaper*, where she oversees design content for the print and online editions, as well as special editorial projects. Through her role at Wallpaper*, she has written extensively about all areas of design. Rosa has been speaker and moderator for various design talks and conferences including London Craft Week, Maison & Objet, The Italian Cultural Institute (London), Clippings, Zaha Hadid Design, Kartell and Frieze Art Fair. Rosa has been on judging panels for the Chart Architecture Award, the Dutch Design Awards and the DesignGuild Marks. She has written for numerous English and Italian language publications, and worked as a content and communication consultant for fashion and design brands.
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