thisisframe

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Danmark
Copenhagen
thisisframe

Direction and design of conceptual product films.

01/08/2025

Premier design company, B&B Italia has once again partnered with Frame to capture the unique beauty of its signature range of products. On this occasion, a film was created to commemorate the anniversary of its bestselling Tufty-Time 20, designed by Patricia Urquiola.

Originally launched in 2005, Tufty-Time was initially conceived to break free from the formality of traditional tufted seating and then it quickly became an icon of contemporary living and a symbol of modular, informal comfort. Two decades later, its latest version Tufty-Time 20 introduces softer curves, thicker cushions, and a renewed focus on sustainability and circular design.

With a completely disassemblable structure, eco-conscious materials, and a new bouclé-effect chenille fabric, this latest evolution speaks directly to the future of design.

The film celebrates the unique elements of Urquiola’s design, whilst underlining B&B Italia’s dedication to producing innovative, iconic and timeless pieces of quality furniture that are proudly made in Italy.

24/06/2025

Montana Paradigm

As part of expanding its range, Danish design powerhouse Montana has relaunched an iconic modular sofa. Designed in 1969 by Erik Rasmussen and previously known as the Paustian Modular Sofa, Paradigm is an updated and contemporary expression of Rasmussen’s original concept.

Paradigm is a timeless modular system created to meet the changing needs of the modern interior. From collaborative spaces and hotel lobbies to private lounges and quiet zones, Paradigm adapts effortlessly, to configure, reconfigure and scale within any environment.

In addition, Paradigm features Montana’s innovative updates, including removable covers, fire-retardant foam, interchangeable components and discreet coupling fittings – ensuring durability, maintenance and long-term value.

Frame was engaged to create a film that explores the sculptural expression and graphic precision of the design, whilst underlining the fact that Paradigm offers more than just seating, it provides a system for creating spaces that speak to comfort, clarity and coherence.

13/05/2025

ZENITH is celebrating its 160th anniversary. More than just an anniversary, it’s an ode to resilience, a celebration of an extraordinary heritage, and an invitation to boldly embrace the future. This milestone is the reflection of a Maison that has been reinventing the art of watchmaking since its origins, inspiring those who dare to dream bigger.

Capturing the spirit of the aviation pioneers who set their sights far beyond the horizon, the PILOT collection is a call to chase your dreams – no matter how far or how high. Entirely redesigned from scratch, the new collection revisits the essential ZENITH PILOT features from a contemporary vantage point.

To coincide with its 160th anniversary, ZENITH has issued the aviator’s chronograph in a monochrome blue version. Crafted in a 42.5mm blue ceramic case with a titanium crown and titanium push-pieces, paired with a blue corrugated dial featuring large luminescent Arabic numerals. Powered by the El Primero 3652 automatic high-frequency chronograph calibre with big date and flyback functions. Delivered with both a blue and a white cordura effect rubber strap that can easily be swapped thanks to a smart strap changing system. Exclusive limited edition of 160 pieces.

03/04/2025

Founded in 2016, Nordic Knots has enjoyed a rapid rise in its short history to become a leading provider of textiles for the modern home with a distinctively Scandinavian sensibility.

To coincide with the global rollout of its custom-made rug collection, the company reached out to Frame to create a film that illustrates the versatility of the product, whilst demonstrating the transformative power of a well-chosen rug.

Handcrafted from wool, with its curated collection of timeless styles and signature design, these made-to-measure rugs allow you to tailor the product to your exact dimensions. Fully customised and delivered within 2-4 weeks, this new range promises to be a game changer within the world of interior design.

21/01/2025

For Alustre’s new diamond-inspired fragrance, FRAME created a film that glimmers with the depth and brilliance of a perfectly cut gem.

Guided by Alustre’s commitment to real diamond infusion, we focused on facets and refractions—mirroring the captivating interplay of light in a genuine stone. Each luminous scene evokes the perfume’s luxurious essence while underscoring Alustre’s dedication to exquisite craftsmanship.

The result is a tactile, immersive experience that invites viewers into a radiant world where beauty and innovation unite.

28/11/2024

German luxury lighting design company, Occhio represents excellent design, unique lighting quality, and “joy of use” at the highest level. To coincide with the release of its unique Gioia product, the brand reached out to Frame with the request of making a film that celebrates the beauty of light.

Featuring Danish actor and Occhio brand ambassador, Mads Mikkelsen, the film traces the movement light across various landscapes, whilst also capturing the form and function of the Gioia’s iconic design.

The mobile, ring-shaped LED table luminaire with “infinite move”, “focus light”, and gesture control takes focused working to the next level. With a simple hand gesture, one can choose the colour temperature of your choice - whichever suits your mood.

The award-winning Occhio Gioia. For those who strive for new horizons.

02/09/2024

Frame was engaged by Zegna to create a series of vignettes exploring the raw beauty and craftsmanship of its SECONDSKIN leather. Designed to be displayed on its ultra high definition in-store screen displays, these mesmerising sequences seek to visualise the unique texture and superior quality that defines SECONDSKIN leather.

Born in the ZEGNA Laboratory from a collaborative blend of tradition and innovation, SECONDSKIN leather captures the generational approach to craftsmanship that has defined ZEGNA for over a century.

SECONDSKIN’s unique qualities are ensured by the use of fine New Zealand-sourced calfskin and a highly specialised tanning process. A celebration of craftsmanship and beauty, each pair of Triple Stitch™ SECONDSKIN is a work of art that will stand the test of time.

Measuring just 0.8mm in thickness, SECONDSKIN leather is exceptionally lightweight, soft and durable — making it ideal for uppers and linings. Resistant to creasing so as to maintain its rich appearance and smooth texture over time, the exclusive material features a remarkable ‘memory’ that moulds to your proportions with every journey you make.

06/08/2024

The Longines Pilot Majetek embodies the perfect combination of the brand’s strong historical heritage and contemporary aesthetics and technology. Featuring the exclusive L893.6 Longines movement, the Pilot Majetek Pioneer Edition design is based on the original 1935 model of the same name, with its slightly curved cushion case shape and rounded lugs being adapted for improved comfort.

The iconic rotating fluted bezel with pointer, designed to indicate the elapsed time, served as a critical function in its initial use by pilots serving in the air force. Today, the new Pioneer Edition is the first of its kind to feature a titanium case and bezel and is strictly limited to 1935 pieces.

The overall tone of the film is rooted in themes of minimalism, industrial design and aviation. The aim was to accentuate the bold design and aerodynamic, lightweight nature of the titanium build, whilst also highlighting the bold blue Super-LumiNova elements in a darkened, atmospheric environment.

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Copenhagen
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http://www.frame.dk/

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