{"id":600290,"date":"2026-03-17T09:00:39","date_gmt":"2026-03-17T13:00:39","guid":{"rendered":"https:\/\/design-milk.com\/?p=600290"},"modified":"2026-03-16T23:56:01","modified_gmt":"2026-03-17T03:56:01","slug":"at-matter-shape-frama-formalized-its-signature-scent","status":"publish","type":"post","link":"https:\/\/design-milk.com\/at-matter-shape-frama-formalized-its-signature-scent\/","title":{"rendered":"At Matter & Shape, FRAMA Formalized its Signature Scent"},"content":{"rendered":"

Minimalist design\u2014the perpetual hegemony of the midcentury modern style\u2014can feel cold, austere, and in the worst case, bland. Putting a contemporary spin on this cannon, especially in the context of the ever-influential \u201cDanish school,\u201d FRAMA<\/strong><\/a> imbues its succinctly conceived, pared back furnishings with the plasticity of idiosyncratic ascription. Standing-out among the crowd of \u201chumble\u201d Danish design classics\u2014replicas and reinterpretations\u2014its precision-engineered designs are often rendered in the slightest of patinated and polished metals; lightly treated woods; and sparingly upholstered textiles. FRAMA isn\u2019t merely a furniture producer, however.<\/p>\n

\"A<\/a><\/p>\n

\"A<\/a><\/p>\n

With the best available materials and ingredients, the holistic lifestyle brand develops complementary accessories, self-care solutions, and even fragrances; catering to the considered yet relaxed tastes of today\u2019s shrewdest aesthetes. This expanded offering adds a layer of softness to the essentialized designs and demonstrates how they might be more seamlessly integrated into one\u2019s home.<\/p>\n

\"A<\/a><\/p>\n

\"Industrial-themed<\/a><\/p>\n

The overall aim, like with much of Danish mid-century modern design\u2014historic or contemporary\u2014is permanence. It\u2019s an ambition that can only be achieved through the careful, intuitive wielding of aesthetic transcendence and formal adaptability; a holistic strategy that has to root in some degree of familiarity to be successful.<\/p>\n

\"A<\/a><\/p>\n

\"Close-up<\/a><\/p>\n

Playing up this duality, ultimate coherence, FRAMA mounted a multi-sensorial display at the Matter & Shape fair, held in Paris early this month. To launch the Union Series\u2014new pared back chairs and tables imagined by Copenhagen-based, British talent Michael Antrobus\u2014the brand staged The Mechanics of Scent showcase. The star of the show: a water wheel spinning from within a recognizable trestle table.<\/p>\n

\"A<\/a><\/p>\n

Formalizing the ethereal quality of diffused aroma, the sophisticated but also playful contraption contained water infused with FRAMA\u2019s signature Apothecary scent; available in hand, body, and hair products. The fragrance has notes of sandalwood, cedar, and ylang-ylang. Like the new Union Series collection, it\u2019s intended to a calming effect.<\/p>\n

\"Close-up<\/a><\/p>\n

\"A<\/a><\/p>\n

The main mechanical-device\u2014seemingly pulled from the pre-industrial era but refined through a contemporary, late modernist lens\u2014signaled something more fundamental than the overly-functional technological devices of today and perhaps even served to facilitate reprieve from the hurried pace of the fair floor.<\/p>\n

\"A<\/a><\/p>\n

\"A<\/a><\/p>\n

Surrounding it were hung photographs and drawings hinting at the scent’s main components. True to form when it comes to FRAMA\u2019s practice of staging frozen-in-time \u201clived-in\u201d displays, other process and reference materials were scrupulously strewn about. There were stacked books, sculptural catch-alls, and kitchen utensils pulled from the brand\u2019s extended range.<\/p>\n

\"A<\/a><\/p>\n

\"A<\/a><\/p>\n

On view as well, of course, were a few \u201cteaser\u201d pieces from the Union Series, offically launched at 3 Days of Design in June. The collection\u2014comprising a chair, easy chair, stool, table, and side table\u2014extrapolated on a new clever use of semi-circular aluminum profiles. The elements were meticulously bent-into-shape and assembled together to embody restraint and accommodate comfort.<\/p>\n

\"A<\/a><\/p>\n

\"Seven<\/a><\/p>\n

\"A<\/a><\/p>\n

In profile, the compositions resemble the divergent lanes of wonderfully uniform and obviously streamlined highway interchanges. Wrapped in taupe and sandstone-colored textile\u2014mesh for outdoor use and linen for the indoors\u2014the settees take on the implicit softening quality that sets FRAMA apart.<\/p>\n

\"A<\/a><\/p>\n

\"A<\/a><\/p>\n

\"A<\/a><\/p>\n

The Mechanics of Scent installation will also be presented at 180 The Store this May\u2019s New York Design Week. To learn more about the brand and its ambitions, visit us.framacph.com<\/a>.<\/strong><\/p>\n

Photography courtesy of FRAMA.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The all-encompassing Danish design brand debuted the new Michael Antrobus-designed Union Series at the Paris fair with an industrial yet sensorial display.<\/p>\n","protected":false},"author":77,"featured_media":600292,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27036,1],"tags":[18562,19361,12685,18080,16074,8665,25311,34673,17869,47863,47862,47864],"internal_flag":[],"class_list":["post-600290","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lifestyle","category-main","tag-danish-design","tag-exhibit","tag-exhibition","tag-fragrance","tag-frama","tag-home-furnishings-2","tag-lifestyle","tag-lifestyle-brand","tag-lifestyle-collection","tag-matter-shape","tag-matter-and-shape","tag-sensorial"],"acf":[],"yoast_head":"\nAt Matter & Shape, FRAMA Formalized its Signature Scent<\/title>\n<meta name=\"description\" content=\"The Danish 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