Copenhagen is a city that somehow i feel connected with. Even before i travel there, i had a positive intense feeling. Αfter meeting Niels Strøyer Christophersen, the founder and creative director of Frama, i can definitely say that this feeling is for real. And more specifically, it is centralized at the very deep centre of my heart.

Frama studio, operates in various creative fields and directions. From furniture, lighting, apothecary, books, apparel and kitchens. They all have in common that they focus on natural materials, simple geometry and a general appreciation of permanency. The pieces within the collections signal a return to basics, where the design appearance aims to be honest and simplified.

Besides offering the variety of the different collections, the Frama practice offers complete Interior Management and develops site-specific design solutions and curate a sur-measure scenography in close collaboration with architects and users, from the starting idea until its final materialisation.

I feel really lucky and grateful for meeting Niels and for sharing with us some of his thoughts, answering my six questions. A person where depicts his inner sensitive creativity and his passion for essential aesthetics not only at Frama Studio but also throughout at hid daily life.


Evi Alexaki asks: What do you think about aesthetics? Is it aesthetics important to your life, as a philosophy value, independently from your work? If yes, in what aspects?

Niels answers: I try to surround my self with natural materials, vintage, flea markets finds, gifted presents, contemporary pieces, random materials and forms that all somehow follow a direction and feel. I believe my surroundings are more curated than i'm aware of because are part of everyday and i sharpened my eye to what i'm attractive.

Evi Alexaki asks: Frama studio, is a concept that came out to you out of the blue, at a moment where you were looking for your  next steps in your life, or you were planning for it years before?

Niels answers: The greater direction and vision that Frama could be a brand and company that could facilitate many different product categories and become a new language within a certain aesthetic, was something i thought about in an early stage, but the journey and evolution to the stage of what Frama is today, has been very spontaneous and passionate. Creating a culture that represenets a certain lifestyle and appreciation is something we are very excited about. 

Evi Alexaki asks: From where do you get inspiration?

Niels answers: Inspiration comes from people, observations, travels, reading and studying other passionated people within other fields than design. Can be fashion, architecture, philosophy, art, photography.


Evi Alexaki asks: Serotonin - a monoamine neurotransmitter - has a popular image, as a contributor to feelings of well-being and happiness. What raises your serotonin?

 Niels answers: Life itself and the freedom within-being able to direct and create on your own.
Evi Alexaki asks: When choosing your cooperations, what matters to you is only the quality of a high level work or the final selections has to do also with the combination of both great work and an appropriate personality.

Niels answers: Balance between work and private life is important even though the two worlds melt together for me. i am also very aware of separating it once in a while. I appreciate that my friends are also people i work with and vice versa.
Evi Alexaki asks: Would you like to share with me one of your Frama's next plans?

Niels asnwers: These days it's becomimg more important for the company to stay true to the origin and roots of the company and not become too mainstream, which is often the case of companies in growth.