With a mission to control the entire process from idea to production, the Swedish company Massproductions focuses on creating long-lasting cultural values in an industry often dominated by trend-driven designs. We talk with founders Magnus Elebäck and Chris Martin, who started the company in 2009. We explore the brand's philosophy, the current trade conditions in Sweden, and the innovative products showcased at the recent 3daysofdesign fair in Copenhagen.
On the left: the two founders Chris Martin and Magnus Elebäck. On the right: Massproductions at 3daysofdesign.
Could you tell us a little bit about the history of the brand?
'Me and Chris started Massproductions in 2009 with the aim to control the entire process, from idea to produced object. Our ambition was to construct the best possible environment where great furniture could be developed. Taking full control seemed to be the solution. We're only here to add long-lasting cultural values to this industry. The streamlined, trendy, soul-less furniture we leave to the other ones.'
What made you choose the name Massproductions?
'You might think that we're being ironic, but we're not. In fact, we believe in the responsibly mass-produced item being the best solution for the environment, the factory worker, the end user and the producer. We named the company after this philosophy.'
'By working closely with the engineers and machine operators at their production facilities, Massproductions ensure the integrity of their vision down to every cut and bend. Holistic understanding of the manufacturing process – from tools to materials and environmental concerns – not only makes the whole process more efficient, but adds clarity and purpose to the designs.'
What distinguishes Massproductions from other brands?
'The fact that we only work with one designer (Chris) gives our collection a clear direction. We're also independent from external investors which allows us to be brave and develop ideas that an investor/committee wouldn't dare to go for.'
In what markets is the brand most active and how are the market conditions at the moment?
'Sweden, US and UK are our top three markets, but we're selling to 32 countries on various levels. Unfortunately, Sweden is going through a tough period at the moment. It has been the perfect storm where both the consumer market and the trade have been hit badly. There are some signs of things coming back to life, but it's still slow. Luckily we have the export markets.'
You were recently at 3daysofdesign. What was your opinion of the fair?
'The three days are gaining more and more popularity. A positive sign is that brands and designers are becoming more creative with their shows. In the past it was very much just open showrooms.
We were showing a very interesting new piece during 3 Days of Design. Chris has been working on the notoriously complicated challenge that is the stackable wooden chair. With an ingenious solution he managed to perfect the meeting between the back leg and the backrest with a beautiful detail as part of the result. It was overwhelmingly positive feedback from our visitors.
We also displayed our new Patch sofa system. Definitely our most generous and comfortable sofa to date. The sofa is built up with a pocket spring construction offering bed-like softness and at the same time reducing the use of foam.'
What do you have planned for the future?
'We're working on a lightweight club chair to be revealed during the Stockholm Furniture Fair in February. And there will be a few additions to our The Little Things collection to be presented later this year.'
More information:
Massproductions
Högbergsgatan 27
116 20 Stockholm, Sweden.
+46 8 789 03 90
[email protected]
www.massproductions.se