FRAMA X Faye Toogood
A COLLAGE of contrasting but complimentary artistic visions
Picture this: a dinner event between companions that share a passion for design, where playful sculptures dress the colorful setting that is the host of the night, accompanied by a summery menu. Not only that, but the celebration is elongated with an opening fête that fills the aesthetically-pleasing streets of Copenhagen, where dynamic conversations are complimented with fresh wines, house music, and an ice cream truck. I present to you, COLLAGE. The result of the encounter between the experimenting attitude of London with the unadorned philosophy of Copenhagen.
On the first day of 3daysofdesign, the COLLAGE collaboration between FRAMA and Toogood was launched through the reimagination of the Copenhagen brand’s spaces by Faye Toogood’s London studio. The presentation took place in a dinner format that encouraged an exchange of ideas between professionals, colleagues and friends, where the people as well as the objects were in dialogue. Both studios specifically created and designed the sculptural bespoke furniture for the occasion, and completed it with hand-painted staff uniforms and a capsule collection of collaborative goods. A combination of Toogood’s restless experimentation and boundary-bashing innovation with FRAMA’s exploration of natural materials and unadorned aesthetics.
Unlike its usual palette, FRAMA’s Copenhagen Studio Space wore its brightest garments for the occasion, brought by Toogood’s fearless style. The location irradiated fun, and the vivid colors were extrapolated also to the menu. Prepared by Chef Chiara Barla from Apotek 57, the meal was made up of early summer’s most seasonal, local ingredients, inspired by the colors of COLLAGE, served onto FRAMA’s tableware collections. The food perfectly suited each table, that took on a sculptural form and, at the same time, it motivated true connectivity: two elements that have always been a part of FRAMA’s brand story.
A connectivity that cannot be achieved without the people. And COLLAGE precisely brought together the right people. The dialogue flowed endlessly at the dinner and at the opening street event. The talent from Copenhagen and London came together and spoke multidisciplinary languages. Architect Andrew Trotter, photographers Maureen Martinez-Evans, Alice Gao and Taylor Hang, and tastemakers Sissi Poles and Pat Scherzer contributed to the dialogue at dinner alongside founders of FRAMA and Toogood Niels Strøyer Christophersen and Faye Toogood.
Experimentation and simplicity. Playfulness and soberness. Color and neutrality. London and Copenhagen. All in one, creating a COLLAGE of contrasting -but complimentary- artistic visions. Just like this, FRAMA invites Toogood into its self-care universe, and Toogood introduces FRAMA to its wardrobe of wearable pieces. A synergy between industries and ways of living that magically blends into one, and that brings the best out of both extremes.
A limited-edition capsule collection of collaborative pieces materializes this blend. It includes a hand-painted edition of Toogood’s Roper Gilet and a matching oversized tote bag, as well as a limited gift box containing FRAMA’s Herbarium-scented hand cream and hand wash, repackaged with the colorful and painterly shapes of COLLAGE.
As part of this dynamic collaboration, a digital experience was launched to invite anyone to participate in and continue the exchanges that went on over the weekend in the FRAMA Studio Spaces. The limited edition COMPOSE “room builder” was designed as part of the starting point to the exhibition itself: to encourage play and imagination in design. Both Faye Toogood and Niels Strøyer Christophersen, Founder of FRAMA, share a calling for naive exploration. Capturing a naive energy and introducing it to their designs by not attempting to fit into the traditional industry forms.
