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Stimulating the sense of smell with FRAMA

Interview with scent developer Lena Norling
On a quiet corner of Fredericiagade lies Frama in what was home of the St. Pauls Apotek, located in central Copenhagen within the historic and protected neighbourhood of Nyboder. Scent developer, Lena Norling, reflects on the process and the surroundings from which the atelier develops its scents: "Copenhagen offers me the space in which I have the calm to create as well as the pulls to invigorate my creativity." Frama Studio operates in various creative fields and directions from Furniture, Lighting, Apothecary, Books, Apparel and Kitchens. They all have in common that they focus on natural materials, simple geometry and a general appreciation of permanency.

How long did it take to develop the first scent, and how do you see the future for the perfume industry?

The first scent for Frama took a little less than a year. It is a slow process to develop fragrances and one that shouldn`t be rushed. In my fragrances I have a focus on natural oils, and I believe that the perfume industry will be on a pathway towards more natural solutions. Like other branches, the perfume industry is going to develop more green solutions that also are more sustainable.

When was the apothecary line formed, and where did the inspiration derive from?

St. Pauls Apothecary was created in 2014 and launched in 2016. My grandmother was a perfume developer, so throughout my childhood and adolescence, I followed her and was taught the craftsmanship. Many summer vacations were spent at her house collecting ingredients from nature and developing perfumes. She was very skilled in the old craft; everything was allowed, and from her, I learned how the creative process needs a strong connection with one's intuition. I love that slow, minimalistic and pure approach to the field.

Tell us about Frama scents in your own words and the vision/ethos behind them?

St. Pauls: When developing our first scent, St. Pauls fragrance, we intended to include natural materials that could represent Frama's headquarters, the historic St. Pau's Apotek and its dialogue between the old and the new, the traditional and the contemporary.

1917: Frama's second fragrance was created in collaboration with Kunsthal Aarhus, a contemporary art centre established in 1917, and it is an interpretation of the classical Chypre perfume from 1917 - hence the name 1917. Its wooden notes of Moss and Grass from the Mediterranean Cypriot flora creates a deep, mysterious character.

Beratan: With a stronger botanical formula, Frama's latest scent Beratan was created in Bali, Indonesia and presented a floral bouquet composed of warm notes that evoke the tropics, Beratan is a mild and inviting fragrance.
"In my fragrances I have a focus on natural oils, and I believe that the perfume industry will be on a pathway towards more natural solutions"

What's the formula behind a strong scent?

My aim isn't a success; that is not how my creativity is ignited. Scents come to me on my travels or encounters with people or places. It is a process in which I let my intuition take over, and my senses guide me towards capturing the essence of a particular moment, sentiment or location. It is a slow and meticulous process, and it can take time before I am where I want to be with a particular scent.

What inspired the design of the glass bottles?

It would be not very easy for us to think about our Apothecary line experience without providing a thoughtfully crafted object, in our case, bottled in the Italian glass. After an extensive process of quality research, the glass bottles were found to be the best choice to maintain Apothecary's natural properties and nutrients. Aesthetically, they aim to bring a quality of object permanence into spaces while invigorating the senses with the fragrance's natural and handpicked ingredients. To support the permanency of the glass bottles, we created a re-fill concept in a recyclable bottle.

How are you different in your approach compared to other apothecary brands?

The background of Frama origins from interior architecture, spatial experiences, and natural materials which creates an entirely different foundation and approach to apothecary products. Our inspiration derives from architecture and surfaces, objects and installations and this generates new fresh perspectives. With the St. Pauls Apothecary Collection of care products, Frama continues to explore ways in which simplicity and authenticity can be introduced into everyday life in order to enhance wellbeing. It represents a way of living shared through Frama's universe of different materials and sensations, now extended to body and home fragrances.

Where are some of the more unusual places you have sourced your ingredients from?

My latest perfume from Frama "Beratan" was developed in Bali. The essential oils from Bali had a distinctive odour, that is very difficult to recompose. The place of the extraction is vital for the scent. The same essential oils have a different scent depending on where in the world it is grown and where it has been extracted.

Tell us about some of the scents you love. Do you have any personal favourites?

A wooden scent does something for me - I love the grounding. I love to walk in the forest on a wet autumn day where you can smell the trees and feel nature living and breathing - it is like being connected with the lungs of nature. Wooden notes often appear in my scents.

What do you think fragrance says about an individual?

The fragrance you use is a part of your identity. It is like objects of clothing; you use the fragrance to match your mood and the occasion. There are situations where you wish to wear a strong scent and others where you want something more understated and subtle. But scents are more closely connected to you, it merges with your scent and gets its unique character. A scent is like an extended personal signature, and what you prefer will often slowly change over time.
"I love to walk in the forest on a wet autumn day where you can smell the trees and feel nature living and breathing"

Where do you live, and why did you choose to live there?

I live in Copenhagen. I love the city's vibe, and it is important for me to be close to everything. Our senses are closely connected, and to be able to develop fragrances, it is vital to meet interesting people continually. To have deep conversations and be able to experience art, concerts, ballet and other cultural influences. The city is also close to nature. It is only five minutes on bike to the water, and the city has a beautiful historic centre and fantastic architecture, all of which adds to my creativity.

Can you tell us about the design of the space and how it reflects Frama's apothecary?

The materiality, textures and unique atmosphere of Frama's St. Pauls Apotek is the essential foundation for the collection and where we continuously gather inspiration for new works and directions. Combining local and global travels and experiences, the St. Pauls Apothecary Collection is evolving organically and following the brand's course of space's interpretation. Based in Copenhagen's Nyboder neighbourhood, Frama's headquarters is an ever-evolving showroom space housed in the historic St. Paul's Apotek (established in 1878). The space reflects an ongoing dialogue between the refined wood and classical style with the contemporary and continually shifting lines of Frama's studio work. The scent experience of the St. Pauls Apothecary collection is inspired by this classic yet modern feeling and crafted with essential oils with a pure, refreshing and distinct scent.
Words: Kevin Kafesu / Mikkel Kristensen
Photography: Emily Petersen
Shop FRAMA here

Stimulating the sense of smell with FRAMA

Interview with scent developer Lena Norling
On a quiet corner of Fredericiagade lies Frama in what was home of the St. Pauls Apotek, located in central Copenhagen within the historic and protected neighbourhood of Nyboder. Scent developer, Lena Norling, reflects on the process and the surroundings from which the atelier develops its scents: "Copenhagen offers me the space in which I have the calm to create as well as the pulls to invigorate my creativity." Frama Studio operates in various creative fields and directions from Furniture, Lighting, Apothecary, Books, Apparel and Kitchens. They all have in common that they focus on natural materials, simple geometry and a general appreciation of permanency.

How long did it take to develop the first scent, and how do you see the future for the perfume industry?

The first scent for Frama took a little less than a year. It is a slow process to develop fragrances and one that shouldn`t be rushed. In my fragrances I have a focus on natural oils, and I believe that the perfume industry will be on a pathway towards more natural solutions. Like other branches, the perfume industry is going to develop more green solutions that also are more sustainable.

When was the apothecary line formed, and where did the inspiration derive from?

St. Pauls Apothecary was created in 2014 and launched in 2016. My grandmother was a perfume developer, so throughout my childhood and adolescence, I followed her and was taught the craftsmanship. Many summer vacations were spent at her house collecting ingredients from nature and developing perfumes. She was very skilled in the old craft; everything was allowed, and from her, I learned how the creative process needs a strong connection with one's intuition. I love that slow, minimalistic and pure approach to the field.

Tell us about Frama scents in your own words and the vision/ethos behind them?

St. Pauls: When developing our first scent, St. Pauls fragrance, we intended to include natural materials that could represent Frama's headquarters, the historic St. Pau's Apotek and its dialogue between the old and the new, the traditional and the contemporary.

1917: Frama's second fragrance was created in collaboration with Kunsthal Aarhus, a contemporary art centre established in 1917, and it is an interpretation of the classical Chypre perfume from 1917 - hence the name 1917. Its wooden notes of Moss and Grass from the Mediterranean Cypriot flora creates a deep, mysterious character.

Beratan: With a stronger botanical formula, Frama's latest scent Beratan was created in Bali, Indonesia and presented a floral bouquet composed of warm notes that evoke the tropics, Beratan is a mild and inviting fragrance.
"In my fragrances I have a focus on natural oils, and I believe that the perfume industry will be on a pathway towards more natural solutions"

What's the formula behind a strong scent?

My aim isn't a success; that is not how my creativity is ignited. Scents come to me on my travels or encounters with people or places. It is a process in which I let my intuition take over, and my senses guide me towards capturing the essence of a particular moment, sentiment or location. It is a slow and meticulous process, and it can take time before I am where I want to be with a particular scent.

What inspired the design of the glass bottles?

It would be not very easy for us to think about our Apothecary line experience without providing a thoughtfully crafted object, in our case, bottled in the Italian glass. After an extensive process of quality research, the glass bottles were found to be the best choice to maintain Apothecary's natural properties and nutrients. Aesthetically, they aim to bring a quality of object permanence into spaces while invigorating the senses with the fragrance's natural and handpicked ingredients. To support the permanency of the glass bottles, we created a re-fill concept in a recyclable bottle.

How are you different in your approach compared to other apothecary brands?

The background of Frama origins from interior architecture, spatial experiences, and natural materials which creates an entirely different foundation and approach to apothecary products. Our inspiration derives from architecture and surfaces, objects and installations and this generates new fresh perspectives. With the St. Pauls Apothecary Collection of care products, Frama continues to explore ways in which simplicity and authenticity can be introduced into everyday life in order to enhance wellbeing. It represents a way of living shared through Frama's universe of different materials and sensations, now extended to body and home fragrances.

Where are some of the more unusual places you have sourced your ingredients from?

My latest perfume from Frama "Beratan" was developed in Bali. The essential oils from Bali had a distinctive odour, that is very difficult to recompose. The place of the extraction is vital for the scent. The same essential oils have a different scent depending on where in the world it is grown and where it has been extracted.

Tell us about some of the scents you love. Do you have any personal favourites?

A wooden scent does something for me - I love the grounding. I love to walk in the forest on a wet autumn day where you can smell the trees and feel nature living and breathing - it is like being connected with the lungs of nature. Wooden notes often appear in my scents.

What do you think fragrance says about an individual?

The fragrance you use is a part of your identity. It is like objects of clothing; you use the fragrance to match your mood and the occasion. There are situations where you wish to wear a strong scent and others where you want something more understated and subtle. But scents are more closely connected to you, it merges with your scent and gets its unique character. A scent is like an extended personal signature, and what you prefer will often slowly change over time.
"I love to walk in the forest on a wet autumn day where you can smell the trees and feel nature living and breathing"

Where do you live, and why did you choose to live there?

I live in Copenhagen. I love the city's vibe, and it is important for me to be close to everything. Our senses are closely connected, and to be able to develop fragrances, it is vital to meet interesting people continually. To have deep conversations and be able to experience art, concerts, ballet and other cultural influences. The city is also close to nature. It is only five minutes on bike to the water, and the city has a beautiful historic centre and fantastic architecture, all of which adds to my creativity.

Can you tell us about the design of the space and how it reflects Frama's apothecary?

The materiality, textures and unique atmosphere of Frama's St. Pauls Apotek is the essential foundation for the collection and where we continuously gather inspiration for new works and directions. Combining local and global travels and experiences, the St. Pauls Apothecary Collection is evolving organically and following the brand's course of space's interpretation. Based in Copenhagen's Nyboder neighbourhood, Frama's headquarters is an ever-evolving showroom space housed in the historic St. Paul's Apotek (established in 1878). The space reflects an ongoing dialogue between the refined wood and classical style with the contemporary and continually shifting lines of Frama's studio work. The scent experience of the St. Pauls Apothecary collection is inspired by this classic yet modern feeling and crafted with essential oils with a pure, refreshing and distinct scent.
Words: Kevin Kafesu / Mikkel Kristensen
Photography: Emily Petersen