Danish Reform in Brooklyn

We asked Head of Reform´s PR and Communications Anne Grønskov to present the Reform design company and tell us about their new showroom in New York:

– Reform is a Danish design company that challenges the traditional kitchen industry. Now we have showrooms in Copenhagen and New York, and in about two-three weeks Berlin. Our concept is simple: we want to make it possible to upgrade the standard elements from IKEA with ambitious designs, but at a reasonable price, so everyone can afford a great and well designed kitchen. Our kitchens are designed by renowned architects and designers, such as Norm Architects, BIG – Bjarke Ingels Group, Henning Larsen Architects, Sigurd Larsen and very soon we are launching three new designs by Danish Chris Liljenberg Halstrøm and Swedish Note Design Studio and Afteroom. We have been nominated for several awards around the world. From Denmark’s leading design and interior award hosted by BoBedre and Boligmagasinet; Design Awards 2016, European Product Design Award; The Product Design of the Year Award 2016, Danish Design Award 2017, The International Design Award 2017, and to one of America’s leading business magazine’s Fast Company’s Innovation by Design Award 2016. So, I guess you can say, its going okay, but we can always become better and more succesful.

– Now we have opened a 400 square meter showroom in New York, where we have invited 28 different Scandinavian design brands to join us, including Paustian, Stelton, Million, Menu, Paper Collective, and Ferm Living, to help creating an eclectic design space together with our kitchen designs. The large industrial building is from 1940s and has very high ceilings. The showroom has been stripped down to its bare bones with white painted wooden post and beam structure fully exposed and with eight large skylights flooding the space becomes tight and with a Scandinavian touch. Now we are ready to conquer the American kitchen market from 22 Waverly Avenue in New York, Anne Grønskov laughs. Photo: Gustav Risager, Reform.