Fram Oslo: Norwegian design with a story to tell
By Sara Wenkel
The two sisters Sunniva and Annette Hoff, who founded Fram Oslo, pay tribute to the Norwegian design heritage through their high-quality products. With a mission to bring Norwegian design into more homes, they are not taking any shortcuts. “We are proud to say that all products are produced in Norway,” the sisters say.
“Our name, Fram Oslo, is evidence of our love for Norway,” explains Annette Hoff, co-founder of the company. “Fram means forward and is the name of history’s most famous polar ship. Like our great explorers moved the world forward, our mission is to bring Norwegian design into more homes around the world.”
Inspired by nature
In comparison to their Scandinavian neighbours, Hoff believes that Norwegian designers might be less restricted in their artistic expression, and the design has a tendency to be wilder – just like Norwegian nature. “We love being outdoors; it is where we find peace and renewed energy. By decorating with our products, we hope we can help people recreate this peace in their homes,” says Hoff.
Fram Oslo is working on several new products, but today the collection consists of three product ranges. Haldar, designed by Andreas Bergsaker, is a wall hanger that is inspired by a traditional towel holder. This modern version, however, is stripped down to the bare minimum and has hidden hooks facing the wall, putting functionality at its core. The Bunad Blanket collection, designed by design studio Andreas Engesvik, is made by 100 per cent new wool and is inspired by the traditional Norwegian folk costume, the ‘bunad’. “Each blanket directly mirrors the colours of a corresponding bunad, and our newest bunad blanket, Trøndelag, was launched this May,” says Hoff.
Design duo Vera & Kyte is behind the final product: a collection of tea towels named Norwegian Forest. “The contrast between the delicate pine needles carpeting the forest floor and the rough bark on the tall pine trees is interpreted in these unique organic patters,” Hoff explains.
Fram Oslo’s products can be found online and at retailers all over the world, including cities such as New York, Paris, London and Tokyo. “We also do many exciting collaborations. For example, The Ludlow Hotel in New York is home to our wonderful blankets,” Hoff concludes.
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