The quiet life aesthetic of Frama, which was born in Copenhagen in 2011, has finally reached a foreign destination.
The firm, which specializes in mindful design and lifestyle items that encompass furniture, decor, self care and fragrances, opened its first retail space on the third floor of Tokyo’s Shibuya Parco department store.
On Wednesday, Frama’s founder Niels Strøyer Christophersen told WWD that the move signals a pivotal step in the brand’s international expansion and a renewed focus on building deeper customer connections through sensory-led retail environments. He said the team had been traveling to Tokyo over the course of a decade to gather inspiration and meet people in the creative industries in order to garner firsthand insight into Japan’s unique culture. The brand has been embraced by Japanese tastemakers and Tokyo, he added, is the perfect place to test their expansion, due to its discerning population of consumers and its status as a leader in experiential retail.
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“While both Korea and China are growing markets and are likely outperforming Japan, the authenticity and approach to service as an art form are unique to Japan. There is a synergy in culture and values that has always felt very natural to Frama’s relationships in Japan,” said Christophersen.
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Also on Wednesday, Frama introduced its sixth fragrance called Painted Desert, which will be introduced in the form of an eau de parfum, a roll-on perfume, a candle, diffusers and oil drops. The introduction follows a line of mindful fragrances such as St. Pauls, 1917, Beratan Deep Forest and Komorebi. Painted Desert is rooted in key notes of sage, frankincense, cedar and sandalwood. The aroma was intended to conjure the vastness and vibrant hues of the arid landscape.
Inside the Tokyo space, birch counters and warm brown paneling cornice Frama’s Care Collection, which Christophersen incepted in 2016 and includes hand, body, and hair care alongside home and personal fragrance. The line was inspired by the firm’s headquarters in Copenhagen, a former pharmacy dating back to 1878.
On the same floor, Frama is situated together with brands like The North Face Lab and herbalist and perfumer Santa Maria Novella. “We wanted to mature our universe and create a broader awareness alongside like-minded brands before opening our own direct space in Japan,” Christophersen said.
In terms of design, Christophersen sees a lot of potential in the Japanese market for Frama, even though just a small portion of its revenues are generated from the Asian nation. Japan and Denmark, he added, have kindled a relationship based on shared values around craft, quality, longevity, and preserving tradition. Mid-century Danish design has been popular in Japan for several decades and trade began between the two countries 150 years ago.
Looking ahead, the firm is currently exploring spaces in key cities like Paris, London, New York, Tokyo and Seoul. “This will benefit the entire ecosystem of the Frama brand and give an added dimension to brand loyalists and new customers alike. Frama has always been about translating spaces and objects into physical, human experiences,” he said.