Words with... / Kasper Simonsen, Denmark
Springing into action
“I’m trying to make smart design accessible because people’s lives are better when they’re surrounded by good interiors,” says Kasper Simonsen, founder of Copenhagen-based bed-maker Reframed. Simonsen has been working to spice things up in the bedroom by offering well-designed furniture at an accessible price. Established last year, Reframed makes lightweight beds from powder-coated, post-consumer recycled aluminium. These are then flat-packed and shipped to customers in less than a week; tension locks built into the frames ensure that the beds can be assembled in minutes without screws. To find out more about Simonsen’s efforts to shake up the furniture industry, we spoke to him on Monocle On Design.
Why have you focused on the bed as your primary product?
There are already a million chairs out there and we wanted to make some noise. We had seen good examples of businesses in other industries focusing on one product and doing it well; a bed seemed like a good place to start because we couldn’t name a really nice brand that specialises in it. So we took a design philosophy and applied it to the bedframe, an item that has often been overlooked.
What was your design philosophy?
We look at our product as a whole experience. We worked with Tim Rundle, an incredible London-based designer from New Zealand, to create a product that’s made from 82 per cent post-consumer recycled aluminium. Because the bedframe is made from aluminium extrusions, we can flat-pack and ship a lot of frames on one pallet. With furniture, you usually end up shipping a lot of air and empty space because products can’t be packed so compactly. The other advantage of our beds being flat-packed is that you can take the frames apart and put them back together again, making them more versatile.
Where does Reframed sit in the Danish design scene?
We’re at a crossroads right now. Many new design brands are following the traditional playbook, which caters for retailers with long lead times. With Reframed, there’s an opportunity to do something that reaches a broader audience because our beds can be quickly and easily distributed to consumers.
For more from Simonsen and Reframed, pick up a copy of ‘The Forecast’.