The RF-100 bed system is the starting point for the launch of ReFramed, a new Danish brand founded by Kasper Simonsen and art directed by Tim Rundle.
ReFramed is a reimagined minimalistic furniture design brand that aims to challenge the role of aesthetic design in people's homes. Their first piece is the bed. RF-100 was designed with logistics in mind right from the get-go. Its packaging was sized specifically so that it could be easily delivered to a third-floor apartment in Paris as if it were a pair of trainers.
The bed frame requires just one tool for assembly, no loose screws, and takes only a few minutes to assemble. With the target group of frequently moving urban nomads, this not only simplifies the initial assembly process but also saves on further possible reassembles. The RF-101 bed frame is the base of a modular furniture system consisting of side tables (RF-102), headboards (RF-104), and under-bed storage (RF-103) that can be included at the point of purchase or added later with the same ease that the frame is put together.
Extruded aluminum has been used for the frame not only due to its exceptional strength to weight ratio. It allows elegantly light proportions but it can also be recycled over and over again while maintaining an infinite lifespan.
It can be challenging to find and buy furniture due to the lengthy manufacturing and delivery schedules - it may take weeks. ReFramed was designed to be efficient in its operations and to handle logistics effectively, with a desire to be an accessible product from the very beginning. With factories in Portugal producing extruded aluminum beds, the company can deliver a hundred beds per week if needed.
About the ReFramed brand; Kasper Simonsen is the founder and he has over a decade of experience working for leading brands within the furniture sector across a vast array of roles in sales and brand management. In ReFramed he seeks to do this not only through intelligent manufacturing and logistics strategies but also through fresher and more inclusive brand communication.
Tim Rundle is the Design Director of ReFramed. His London-based studio develops technically sophisticated and aesthetically refined products and spaces for some of the world’s leading manufacturers.