UNFRAMED

 Set across multiple floors of our Copenhagen showroom, UNFRAMED blurs the lines between function and expression, between product and installation. Through a curated series of immersive spaces, the exhibition explores what happens when design steps outside its traditional boundaries — when familiar forms are deconstructed, repeated, reimagined, and transformed into something unexpected.

Rooted in our passion for bold ideas, material experimentation and timeless design principles, UNFRAMED is a celebration of creative freedom — and an invitation to explore the art of what lies beyond the frame.

“At Normann Copenhagen, we see 3daysofdesign as an opportunity to challenge ourselves — and our audience — to experience design from new angles, aiming to create an experience that extends beyond product”.

With UNFRAMED, we wanted to push the boundaries of what a furniture design exhibition can be, drawing inspiration from the essence of minimalism while embracing the expressive, the abstract, and the human. The concept has informed everything — from product launches to spatial design and even the smallest branded moments.

This year’s exhibition plays with repetition, restraint, and reinterpretation — a creative experiment that celebrates the power of intuition and artistic freedom in an increasingly automated world, It’s a reminder of what happens when we let our human creativity lead, without predefined frames.’’

– Britt Bonnesen, Head of Brand

GROUND FLOOR

The ground floor opens with a dramatic gesture. Inside the showroom, a sculptural tower of Silo Poufs sets the tone — layered high in a vivid mix of textiles and colors. Blurring the line between furniture and installation, the piece introduces the theme of UNFRAMED: a world where familiar forms are reimagined, repeated, and elevated into something unexpected.

Phantom Lamps float within the frame of the showroom window — in various sizes and formats — suspended and staged to emphasize their ambient, weightless-looking character. Nearby, the Delta Proust Side Table, developed with the Alessandro Mendini Archive, anchors the installation with its bold pixelated pattern. Together, these elements turn the space into a fragmented landscape of reflection and perception — a place where product becomes experience. 

Step into the courtyard, and themood shifts. A strict, linear composition of Ex Benches and Tables introduces a contrasting architectural rhythm. Defined by repetition, material clarity, and visual precision, the courtyard installation offers a contrast to the expressive showroom interior with its calm rhythm, architectural symmetry, and focus on material honesty.

Inside the Courtyard gallery that has been reimagined as a bar lounge area, a spatial divide introduces vivid contrast. Deep blues and silvers divide the space in two, creating a mirrored environment where Rope Sofas, Bit Stools, and color-blocked accents invite guests to sit, sip, and stay. What begins as contrast becomes dialogue — a quiet clash of tone and form. 

FIRST FLOOR

On the first floor visitors step into a tonal, tactile universe defined by soft neutrals and curated restraint. This part of the exhibition begins with a bold yet simple gesture: a Rope Modular Sofa mounted directly on the wall, an unexpected display that immediately shifts the perspective, transforming a familiar piece into an object of visual intrigue. The newly launched Level Rug sets the foundation for the entire space, while the Kube Sofa and Dit Table form an understated lounge setting with architectural balance. At the heart of the floor stands a grid-like “army of chairs”: Timb, Pind, and Form arranged in a perfect matrix, facing outward. Rather than gathered around tables, the chairs take on a new presence — appearing like studies in shape, posture, and proportion. 

Moving into an abstract, architectural zone where lines and levels redefine the space and the Timb Collection is presented in a variety of finishes and upholsteries, elevated on seemingly ‘incomplete’ podiums. Lines stretch across the space, drawing invisible walls that suggest architecture without enclosing it, where the room becomes unframed. In the very center, framed by a bold red accent, the newly launched Timb Chair in brown — upholstered in Kvadrat’s Hallingdal — becomes both anchored and weightless.

Further along, Stretch Benches line one wall and are placed parallel to a podium display of curated accessories. Items are grouped by material and hue, reframing everyday objects as design statements, almost like subtle and sculptural pieces of art.

In the final section, the Mat Chair collection is presented in a circular formation, playing with heights and materiality, surrounding a central pile soil, emphasising their natural qualities. Different models and finishes, with and without upholstery, come together in one cohesive installation — highlighting the versatility and diversity of the collection and referencing its material story.

SECOND FLOOR

The second floor explores the act of unframing process itself and opens with a sense of playfulness. Bit Stools are placed in asymmetrical formations, in a colorful and geometric display that introduces the floor’s theme - material exploration and visual expression. Integrated into the scene is a small collaboration with KEEN, whose shoes — like the Bit collection — are crafted using recycled post-consumer plastics. Together, they form a material dialogue between two very different products shaped by the same resourceful approach. 

Just beyond, the new design, Softy Modular Sofa is staged in a deep monochrome zone. From the larger of the three, a cascading pile of Re Cushions appears to be growing from the sofa itself, creating a sculptural moment of softness, layering, and tactile comfort.

The Knit Chair installation follows. Designed as a deconstructed textile workshop, to play with the very essence of the chair — its knitted fabric. The space features a long Panel Table draped in fabric, scattered chairs and oversized spools of thread along the wall. A scene that captures and ‘unframes’ the raw process behind design - framing production, imperfection, and iteration as a key part of the story. 

In the final room, rawness is met with composure. Semi-transparent polycarbonate panels follow the angles of the roofline, dividing the space into calm, gallery-like zones. Lounge chairs, stools, side tables in a monochrome hue of black, white, brown and stainless steel create a quiet close that is precise, minimal and intentional. 

Exhibition information

3daysofdesign opening hours

June 18-20, 9AM – 7PM

Adress

Normann Copenhagen HQ Niels Hemmingsens Gade 12 1153 Copenhagen

The UNFRAMED exhibition is open to all during 3daysofdesign and will remain on view throughout 2025. Located in the heart of Copenhagen—just 100 meters from Strøget, the city’s central pedestrian street—UNFRAMED invites visitors into a bold and atmospheric showcase of design without constraints. A must-see destination for 3daysofdesign attendees and design-minded travelers alike, the exhibition offers an immersive experience that challenges conventions and redefines the way we frame furniture and interiors.