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July 6, 2026
For their exhibit at the 2026 3daysofdesign event in Copenhagen, Danish design brand HAY commissioned local motion studio Frame and sound designer Arbi Alexander to showcase eight of their chair designs with style and wit.
Andreas Ibsen, CD at FRAME: “The film’s visual approach was largely inspired by silent film and stop motion aesthetics and was created with the intention of being experienced on a large-scale 4 × 2 meter screen.
“The chairs needed to feel like they occupied real space, moving with intent and resistance.”
“A central creative challenge was finding an animation language that felt grounded in the weight, material, and tactility of real objects — rather than defaulting to the fluency that CGI tends toward. The chairs needed to feel like they occupied real space, moving with intent and resistance.
“Rather than building energy through elaborate individual shots, the film finds its pace through editing. Many moments are deliberately still, held frames that let a chair exist before the cut arrives. This tension, and the rhythm that emerges from it, became the structural backbone of the film.
“Sound was central from the start, developed in close collaboration with sound designer Arbi Alexander throughout the edit rather than added at the end. The approach is entirely diegetic, with physical sounds of the chairs themselves, amplified and choreographed to drive the edit.”
Client: HAY
Production: FRAME
Director: FRAME, HAY
Sound Design: Arbi Alexander
