[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"catalog-freifrau-collections-of-memories-2022":3,"$f54gFciXR1FznWJVNft3TqcXl0B8GYbPbga8lnvghe78":398},{"id":4,"title":5,"slug":6,"image":7,"source":8,"brand_name":9,"brand":10,"brand_slug":11,"file_size":12,"pages":13,"pages_count":393,"matched_pages":394,"match_count":395,"two_pages":396,"show_text":397},20654,"Collections of Memories 2022","freifrau-collections-of-memories-2022","\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.1.png","http:\u002F\u002F127.0.0.1:8000\u002Fprivate\u002Ffiles\u002F9d\u002Fefad53dd3252e629c5cbddae682be6-28c689046c.pdf","Freifrau",2087,"freifrau","7.5 MB",[14,17,20,24,28,32,35,38,42,46,50,54,58,62,66,70,74,78,82,86,90,94,98,102,106,109,112,116,120,124,128,132,136,140,143,147,151,154,158,162,166,170,173,176,180,183,186,190,193,197,201,205,209,212,215,219,223,226,230,233,237,240,244,248,251,255,259,263,266,269,272,276,279,283,287,290,294,297,301,305,309,313,317,321,325,328,331,334,337,341,344,348,352,355,359,362,365,369,373,376,380,383,387,391],{"image":7,"text":15,"number":16},"",1,{"image":18,"text":15,"number":19},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.2.png",2,{"image":21,"text":22,"number":23},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.3.png","2020\n",3,{"image":25,"text":26,"number":27},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.4.png","2019\n",4,{"image":29,"text":30,"number":31},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.5.png","2016\n2016\n",5,{"image":33,"text":22,"number":34},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.6.png",6,{"image":36,"text":26,"number":37},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.7.png",7,{"image":39,"text":40,"number":41},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.8.png","2012\n",8,{"image":43,"text":44,"number":45},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.9.png","alexandra & hansjörg helweg \nGründer . Founder\nDie Idee für Freifrau: eine Marke, die für freies, weib- \nliches Design steht. Ein kleines Team aus Produzenten, \nVertrieb, Innendienst, Designern, Creative Direktion, \nGrafikdesign und PR, hat mit mir aus dieser Idee ein  \nerfolgreiches Unternehmen und eine erlebbare Marke \nentwickelt, dessen Geist und Seele bis heute weiter- \ngetragen wird. Meine Frau Alexandra und ich waren  \nvoller Erwartungen und absolut sicher, dass unser Vor- \nhaben klappen würde. Auch, als ich nach der ersten  \nMesse Bedenken hatte, weil eben nicht alles so schnell \nging wie ich es mir erhofft hatte. \nHeute – zehn Jahre später – kann ich für mich sagen, \ndass es tatsächlich mehr gibt. Der Erfolg ehrt mich und \nuns sehr und ich spüre sowohl Anerkennung als auch \neine große Verantwortung gegenüber vieler Familien, \ndie durch ihre großartige Arbeit in gewisser Weise von \nuns abhängig sind. \nIn dieser Broschüre soll es genau deshalb nicht nur \num unsere wunderbaren Möbel gehen, sondern um die \nMenschen, die Freifrau ausmachen. \n“That can’t be all there is!” That’s the sentence that, \nsince I set up Freifrau ten years ago, has always re-\nminded me of my motivation, of why I did it. The idea \nfor Freifrau was simple: to create a brand for unfettered \nfeminine design. \nWorking with me, a small but industrious team of  \nproducers, sales and operations people, designers and \nart directors, graphics designers and press relations  \nprofessionals has helped me turn my idea into a suc- \ncessful company and a brand you can feel and touch – \na brand whose spirit and soul are, 10 years later, very \nmuch alive. When we set up, my wife Alexandra and I had \ngreat expectations – and the confidence, the certainty \neven, that they would come about. We didn’t waver, \neven when, early on, I had serious doubts after our first \ntrade fair did not bring about the swift success I had \nhoped for.\nNow, ten years on, I can say that, no, that wasn’t all \nthere is. There was more. I feel honoured by our success, \nas should we all, and also feel both respect and a sense \nof responsibility for the many families whose fantastic \nwork has made them, to some extent, dependent on us \nfor their living.\nSo in this brochure, it won’t just be about fantastic  \nfurniture: it will also be about the fantastic people be-\nhind Freifrau. \n„Da muss es doch \nnoch mehr geben!“, \nist der Satz, der mich  \nan meine Motivation  \nerinnert, mit der ich \nvor über 10 Jahren  \nFreifrau gründete. \n9\n",9,{"image":47,"text":48,"number":49},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.10.png","„Als unser Vater Freifrau gründete, \ngab es natürlich auch Hürden. Unsere \nerste Produktionsstätte: ein Hühnerstall – \nohne Badezimmer und ohne Tageslicht. \nZu sehen, was zehn Jahre später aus \ndiesem etwas holprigen Start geworden \nist, ist echt klasse. Und wir wissen: \nDas haben wir vor allem unserem Team \nzu verdanken. Die Aussicht zu haben, \nFreifrau in Zukunft weiterführen zu dürfen, \n erfüllt uns mit Freude und mit Stolz.\nEine unserer Lieblingserinnerungen ist \nein Shooting am Dümmer See – die Stühle  \nstanden dort auf einer Plattform, die \nnur knapp unter der Wasseroberfläche \nschwimmend gehalten werden musste. \nAuf den Bildern sind Niklas und ich – \neingepackt in Neoprenanzüge – unter \nder Plattform versteckt.“\n„When our dad set up Freifrau, of course \nthere were some obstacles he had to get \nover. Our first production site was a  \nhen-house lacking both daylight and  \nrunning water. It’s fantastic to see what  \nhas become of Freifrau ten years after  \nthis somewhat difficult start – and we \nknow who, more than anyone else, we \nhave to thank for it: our team. Now, the \nprospect of being able to continue with \nwhat our father started and take Freifrau \ninto the future is something that fills us \nwith pride. One of our most cherished \nmemories of the last ten years is the photo \nshoot at Dümmer See. The chairs were on \na platform which had to be kept floating \njust under the waters’ surface. Niklas and  \nI are in the pictures – wearing wetsuits \nand hidden under the platform!“\nmarc & n iklas helweg \nGeschäftsführer . Managing Director\nMARC & NIklAS HElWEG, die Zwillingssöhne der Inhaber, \nsind mit der Möbelherstellung aufgewachsen. Derzeit befinden sie \nsich – gemeinsam mit ihrem Vater – in der Übergangsphase, um in \nZukunft das Unternehmen weiter zu führen.\nMARC & NIklAS HElWEG, the owner’s twin sons, grew up \nimmersed in furniture manufacturing. Currently, they are working \nwith their father in the transition phase as the company passes \nfrom one generation to the next.\n10\n10\n",10,{"image":51,"text":52,"number":53},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.11.png","2014\n",11,{"image":55,"text":56,"number":57},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.12.png","„Die ersten zwei Jahre haben wir von  \nunserem 12-qm-Dachboden aus gearbeitet \nund haben die Produktion dann – als wir \num die 20 Stühle pro Woche produzier-\nten – auf unser Wohnzimmer ausgeweitet. \nIrgendwann mussten wir dann eine Halle \nmieten und ich habe mir große Sorgen ge-\nmacht. Mein Mann war aber die treibende \nKraft und sagte: Wir machen das. Von da an \nhaben wir nur nach vorne geguckt und sind \nheute sehr dankbar über die Entwicklung.“\n“We spent the first two years working  \nfrom our 12m² attic before, once we were \nalready producing 20 chairs a week,  \nexpanding into the living room. That \nwasn’t enough though, either, and so in  \nthe end, we had to rent a production \nfacility and I got really worried. But my \nhusband was behind the project and just \nsaid: ‘We’re going to do it.’ And so we just \nkept focussing on the future and now we \nfeel so happy and grateful about how well \nthings have gone.”\no lg a  &  v l a d i m i r  j u n k e r\nPolsterei Junker\n12\nOlGA & VlADIMIR JUNkER haben sich für Freifrau selbst- \nständig gemacht und bündeln das Wissen des Polsterhandwerks.\nOlGA & VlADIMIR JUNkER started their own business \ntogether with and for Freifrau. They bundle the knowledge of the \nupholstery trade, which is so important for Freifrau.\n",12,{"image":59,"text":60,"number":61},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.13.png","martin sgorz aly\nFreifrau Manufaktur\n“It’s hard to believe that I’ve been part  \nof Freifrau since the very beginning. \nWe started down in the basement  \nof the Helweg family home –  \nwith poor mobile reception and  \nlots of other pressing issues which \nwe needed to find answers to.  \nLooking back on it, it took a lot of  \ncourage, hard work, and discipline  \nto run everything ourselves while  \noffering our partners the kind of \nquick service they need. For me,  \nthe first Cologne imm we were at  \nwas a real highlight – and it marked  \nthe point at which we started  \nto have real success.”\n„Kaum zu glauben, dass ich seit der  \nersten Stunde Freifrau dabei bin.  \nWir haben damals im Untergeschoss  \ndes Wohnhauses der Familie Helweg  \nangefangen – der Handyempfang war  \nbescheiden und auch sonst musste viel  \nüberhaupt erst entwickelt werden.\nRückblickend hat das großes Engage- \nment, viel Mut und Disziplin bedeutet, \nsämtliche Abläufe alleine zu managen,  \num den Partnern einen prompten  \nService zu gewährleisten. Für \nmich war die erste imm Cologne  \nein absolutes Highlight und stellte  \nauch den Start des Erfolgs der  \nMarke Freifrau dar.“\n13\n13\nMARTIN SGORZAly hat seit der Freifrau Gründung \nzahlreiche Aufgaben übernommen und ist heute \nhauptsächlich für den Ausbau in den Bereichen Export  \nund Contract zuständig.\nMARTIN SGORZAly has taken on numerous tasks  \nsince the company Freifrau was founded and is now  \nmainly responsible for expansion in the export and  \ncontract areas.\n",13,{"image":63,"text":64,"number":65},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.14.png","10 jahre freifrau\n",14,{"image":67,"text":68,"number":69},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.15.png","10 jahre freifrau\nvorname mustermann \nHier steht die Firma usw\nfreifrau team 2022\n",15,{"image":71,"text":72,"number":73},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.16.png","“It’s 10 years now since Jörg Helweg  \nasked if we would be part of his project,  \nand back then, we didn’t have the least idea \nwhere it would lead to. As the years have  \ngone past, we have grown into our roles as  \nart directors, designers, product developers, \nand the ideas people for trade fairs, photo \nshoots and showrooms. That, actually, is \nwhat we think is so exciting about working \nwith Freifrau: we get to help shape the brand \nin so many different areas. One particularly \nspecial moment was when we saw the  \nLeyasol Collection for the first time,  \nreflected in the mirrors of the special  \npresentation area at the Cologne imm.”\n„Als uns Jörg Helweg vor zehn Jahren \nfragte, ob wir ihn bei seinem Vorhaben \nunterstützen würden, hatten wir keine  \nAhnung, wohin die Reise gehen würde. \nÜber die Jahre sind wir in unsere  \nAufgaben als Artdirektoren, Designer,  \nProduktentwickler und Konzeptioner für \nMessestände, Showrooms und Foto- \nshootings hineingewachsen. Und das ist \nes auch, was wir an der Zusammenarbeit \nmit Freifrau so spannend finden: die Mög-\nlichkeit, durch unsere Arbeit die Marke  \nFreifrau in vielen Bereichen mitgestalten \nzu können. Ein besonders toller Moment \nwar es, als wir unsere Leyasol Collection \nzum ersten Mal in den Spiegeln der  \nSonderfläche auf der imm in Köln  \ngesehen haben.“\nbirgit hoffmann & christoph kahleyss\nHoffmann kahleyss Design\nBIRGIT HOFFMANN & CHRITSTOPH kAHlEySS übernehmen \nbei Freifrau seit mehr als zehn Jahren die Aufgaben der Creative \nDirektion und haben einige der stilgebenden Modelle entworfen.\nBIRGIT HOFFMANN & CHRITSTOPH kAHlEySS have  \nworked as creative directors for more than ten years now –  \nand have developed several of the brand’s signature models. \n16\n16\n16\n",16,{"image":75,"text":76,"number":77},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.17.png","imm cologne 2020\n",17,{"image":79,"text":80,"number":81},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.18.png","imm cologne 2016\n",18,{"image":83,"text":84,"number":85},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.19.png","„Seit einem Treffen in München – \nnoch vor der Gründung – mit Jörg, \nAlexandra und uns hat ein bis  \ndato ungebrochenes Erfolgs- und  \nVertrauensverhältnis Bestand. Uns \nwar sofort klar: Zwischen Freifrau \nund JANUA würden wir eine  \nPartnerschaft installieren. Daraus \nentstanden sind „zwei Marken –  \nein Herzschlag“ – ein unnach- \nahmlicher Spirit, den es wohl kaum \nein zweites Mal gibt. Es ist unsere \nProfession, ein Juwel zu erkennen, \nbevor es offensichtlich wird.“ \n“Long before Freifrau was set up, \nwe met with Alexandra and Jörg in \nMunich – and since then, we’ve been \nconnected by an unbroken band of \ntrust and success.\nTo us, there wasn’t a moment’s  \ndoubt about it: we would set up  \na partnership between Freifrau and \nJANUA. In this way, the two brands \ndeveloped and grew symbiotically, \nunited by a unique spirit that you’ll \nstruggle to find elsewhere. Finding  \nthis kind of hidden gem before  \nit becomes apparent is the core  \nof our profession.”\n19\neva & udo patzke, \nUP Agentur für Einrichtungen\nEVA & UDO PATZkE unterstützen Freifrau seit der  \nGründung als Vertriebsleiter.\nEVA & UDO PATZkE have been supporting the company  \nas heads of sales, ever since Freifrau was set up.\n19\n",19,{"image":87,"text":88,"number":89},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.20.png","“When, around 10 years ago when  \nUdo Patzke came to me and told me about \nFreifrau, I didn’t have a clue what he was \ntalking about. What soon became clear, \nthough, was that he was more excited about \nit than I’d ever seen him before. Then,  \nbefore I even got to know the Helweg  \nfamily, I met Birgit Hoffmann, the designer \nand art director for the brand. I see her as  \na strong connecting element between \nJANUA and Freifrau; moreover, a genuine \nfriendship has developed between the  \nHelweg and Seisenberger families. By \nworking together with “Two brands, one \nheartbeat” as our joint claim, we have  \ncreated something quite unique, both in  \nthe furniture industry and further afield.  \nI like that because it’s different and  \nunconventional.”\n„Als vor etwa zehn Jahren Udo Patzke  \nauf mich zukam und mir von Freifrau er- \nzählte, wusste ich nicht, wovon er sprach.  \nSeine Euphorie war auf alle Fälle so groß  \nwie noch nie zuvor. Dann, noch bevor ich \ndie Familie Helweg kennenlernte, traf ich \nBirgit Hoffmann – Designerin und Creative \nDirektorin bei Freifrau. Für mich ist sie ein \nstarkes Bindeglied zwischen JANUA und \nFreifrau – aber auch zwischen den Familien \nHelweg und Seisenberger ist eine echte \nFreundschaft entstanden. Mit unserer  \nZusammenarbeit unter dem Claim  \n„Zwei Marken – ein Herzschlag“ haben wir \netwas für mich Einmaliges in der Möbel-\nbranche, vielleicht sogar branchen- \nübergreifend, geschaffen. Das gefällt mir, \nweil es anders und unkonventionell ist.“\nCHRISTIAN SEISENBERGER ist als Geschäftsführer von \nJANUA seit Gründung ein wichtiger Weggefährte für Freifrau – \nals Person aber auch gemeinsam mit seinem Team.\nCHRISTIAN SEISENBERGER has as the managing director  \nof JANUA  – both in a personal capacity and with his staff –  \nsupported Freifrau every step of the way since it was set up.\nchristian seisenberger, janua\nGeschäftsführer . Owner & Managing Director\n20\n20\n20\n",20,{"image":91,"text":92,"number":93},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.21.png","2022\n",21,{"image":95,"text":96,"number":97},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.22.png","22\ndeike bokelmann\nMuseeum\n22\n“Looking back on it, Freifrau and I became \nadults together, both in a personal and  \na professional capacity. Right from the \nbeginning, there was a huge degree of trust \nplaced in me and I was able to work the way \nI thought best. That was why it quickly be-\ncame my favourite project. Any highlights? \nYes, the Nana launch in Hamburg’s Wasser-\nwerk. To mark the launch of our ‘cloud \nchair’, we made a promotional film and, at \nthe premier, got boys to be cinema ushers.”\n„Rückblickend bin ich zusammen  \nmit Freifrau erwachsen geworden –  \npersönlich und beruflich. Meine  \nArbeit durfte ich – von Anfang an mit \neinem Riesen-Vertrauensvorschuss – \n immer frei gestalten und so wurde aus  \njedem Projekt mein Lieblingsprojekt. \nEines meiner Highlights? Der Launch von  \nNana im Hamburger Wasserwerk. Für \nden Launch unseres „Wolkenstuhls“ \nhaben wir einen Film vorbereitet  \nund für die Premiere die Nachbars- \njungen als Kinopagen engagiert.“\nDEIkE BOkElMANN übernahm zwei Jahre nach Gründung \nbei Freifrau jegliche Aufgaben rund um die kommunikation \nund baute die PR und das Marketing auf.\nDEIkE BOkElMANN took on the whole communications \nbrief for the company, setting up and then running its PR and \nmarketing operations – two years after Freifrau was founded.\n",22,{"image":99,"text":100,"number":101},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.23.png","„Könnt ihr uns ein Logo entwerfen?“  \nMit dieser Anfrage von Jörg fing alles an. \nSeitdem begleiten wir Freifrau bis heute. \nUns verbindet gegenseitiges Vertrauen und \nder hohe Anspruch an Design, so dass wir \nden Markenauftritt über die Jahre grafisch \nund konzeptionell immer weiterführen  \ndurften. Das Schöne ist, dass wir neben den \nvielen Print-Produkten wie Broschüren, \nKatalogen oder dem „The Art of Pleasure“-\nMagazin immer wieder neu herausgefordert \nwerden. Besonders in Erinnerung sind uns \ndabei die Entwicklung einer Messewand-\ngrafik oder die Sonderaussendungen zu \nProdukt-Launches geblieben.\nanna bertermann & meike winters\nBertermann Gestaltung, Studio Meike Winters\nANNA BERTERMANN UND MEIkE WINTERS übernehmen \nals Gestalterteam seit Gründung die Aufgaben der Art Direktion \nbei Freifrau.\nANNA BERTERMANN UND MEIkE WINTERS have been \nright from the beginning the art directors for Freifrau.\n23\n“Could you design a logo for us?” It was this \nrequest from Jörg that started everything \noff – and we’ve been working with Freifrau \never since. What connects us is a mutual \nbasis of trust and the same high design \nstandards, and so we’ve been responsible \nfor the concepts and graphics behind the \nFreifrau brand for years now. What we love \nabout working with Freifrau is that, as well \nas all of the beautiful printed products such \nas brochures, catalogues, and magazines \nlike “The Art of Pleasure”, we also get asked \nto design other things. This stretches us and \nhelps us learn. Some challenges we will long \nremember include developing graphics for \nthe wall of a trade-fair stand and designing \nitems for various product launches.\n",23,{"image":103,"text":104,"number":105},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.24.png","2022\nof memories\nCollection\n",24,{"image":107,"text":15,"number":108},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.25.png",25,{"image":110,"text":15,"number":111},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.26.png",26,{"image":113,"text":114,"number":115},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.27.png","27\n",27,{"image":117,"text":118,"number":119},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.28.png","28\n",28,{"image":121,"text":122,"number":123},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.29.png","klare linien, weich übersetzt: Der Stuhl Nana ist die \nSymbiose aus unnachahmlicher Softness und gerad-\nliniger Designsprache ohne Schnörkel. Ein Stuhl, der als \nHommage an die kunst des Möbelpolsterns zu verste-\nhen ist und trotz seines voluminösen looks zeitgleich \ndurch Eleganz und Raffinesse besticht. Für das Design \nzeichnet Hanne Willmann verantwortlich, die mit diesem \nEntwurf ihr Debüt als Designerin für Freifrau feiert.  \nDie Inspiration für die Formensprache von Nana fand  \ndie Designerin in allem Weichen und Voluminösen.  \nSicher ist es kein Zufall, dass das fertige Modell an  \nWolkenfragmente erinnert. Die Maxime: etwas Schlich-\ntes, Vollkommenes zu erschaffen, das den Anspruch \nverfolgt, allerhöchste Sitzqualität zu realisieren. \nDesign lines which are clean without being hard: \nNana is the perfect combination of unparalleled \nsoftness with a straightforward, unfussy aes-\nthetic. This chair is best understood as a homage \nto the art of upholstery – and one which, in spite \nof its voluminous look, is characterised by simple \nelegance. Nana is designer Hanne Willmann’s first \npiece for Freifrau, and she found inspiration for  \nthe chair by concentrating on softness and thick-\nness. As such, it’s no surprise that the finished \ndesign is reminiscent of tufts of cloud. All in all, \nNana was created to offer maximum simplicity and \ntrue design perfection with the highest possible \nlevel of comfort.\nDesigned by  \nhanne willmann\nNana\n29\n",29,{"image":125,"text":126,"number":127},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.30.png","hanne willmann \nDesigner\n„Nana ist der \nbequemste Stuhl, \nauf dem ich je\n gesessen habe.  \nWie auf einer \nWolke!“\n–\n“Nana is the most \ncomfortable chair \nI’ve ever sat in. \nLike sitting on \na cloud!”\nFREIFRAU MANUFAkTUR: Aus dem Esstischstuhl ist \nein Sofa und ein Sessel entstanden. Welche Merk-\nmale wolltest Du auf die Produktfamilienerweite-\nrung unbedingt anwenden?  \nHANNE WIllMANN: Die oberste Priorität war, das \nhohe komfortversprechen des Nana Stuhls auch \nauf das Sofa und den Sessel zu übertragen. Ich \nhabe selten in einem so komfortablen Stuhl wie \ndem Nana gesessen und letzten Endes haben wir \nes geschafft, mit der Produktfamilienerweiterung \ndiesem Anspruch gerecht zu werden.   \nFF: Was war dir beim Sofa besonders wichtig und was \nbeim Sessel? \nHW: Trotz der optischen Nähe haben wir mit Sofa und \nSessel zwei eigenständige Produkte entworfen, die \nauch unabhängig voneinander funktionieren und \nauch als solche wahrgenommen werden. Dafür ha-\nben wir bei beiden Produkten stark auf eine eigen-\nständige Formensprache geachtet, die sich aber in \nkombination der beiden Möbel ideal ergänzt.\nFREIFRAU MANUFAkTUR: The Dining Chair has been \njoined by a sofa and an armchair. Which characte-\nristics from the original model were you most keen \nto maintain in the first additions to the family?  \nHANNE WIllMANN: The first priority was to transfer \nthe exacting standards vis-à-vis comfort from the \nchair to the sofa and the armchair. I have, after all, \nrarely sat in a chair as comfortable as Nana and in \nthe end, we managed to achieve this aim when we \nextended the range.   \nFF: What was especially important when designing the \nsofa and the armchair? \nHW: Although they appear very similar, the sofa and the \narmchair are two quite distinct products which also \nwork independently of one another – and are con-\nsidered as such. To achieve this, when designing \neach model, we were careful to make the design \nlanguage as distinctive as possible, but in such a \nway as the two models still talk to each other when \ncombined.\n30\n",30,{"image":129,"text":130,"number":131},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.31.png","31\n",31,{"image":133,"text":134,"number":135},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.32.png","32\n",32,{"image":137,"text":138,"number":139},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.33.png","33\n",33,{"image":141,"text":15,"number":142},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.34.png",34,{"image":144,"text":145,"number":146},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.35.png","35\n",35,{"image":148,"text":149,"number":150},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.36.png","36\n",36,{"image":152,"text":15,"number":153},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.37.png",37,{"image":155,"text":156,"number":157},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.38.png","38\n",38,{"image":159,"text":160,"number":161},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.39.png","Designed by\nsebastian herkner\nTheia\nTheia ist der zweite Entwurf von Sebastian Herkner für  \nFreifrau. Er selbst beschreibt Theia als sachlich, elegant  \nund vielseitig. Verbindendes Element ist die fein ge-\nzeichnete Sitzschale mit dem umgreifenden Metall-\ngestell. Fast wirkt die Sitzschale wie ein eingefasster \nEdelstein. Die Aussparung im Rücken des Modells steht \nim direkten Dialog mit dem Gestell, das die Öffnung \nelegant um rahmt und den skulpturalen Ansatz des  \nEntwurfes unter streicht. Theia gibt es in zwei Versionen —  \nmit und ohne Armlehne. Je nach Stofflichkeit der Schale \nkann man die Persönlichkeit des Stuhls unterstreichen,  \nvom Ess zimmerstuhl bis hin zum Objektstuhl. Für \nHerkner soll der Stuhl aber vor allem ein Begleiter fürs \nleben werden.\nTheia is Sebastian Herkner’s second design for  \nFreifrau. In his own words, the chair is ‘functional, \nelegant and versatile’, characterised by the fine  \nlines of its shell set in a metal frame – almost, you \nmight think, like a jewel embedded in a ring. An \nopening in the backrest enters into a dialogue with \nthis frame, which surrounds and presents it so as \nto underscore the elegantly sculptural feel of the \ndesign. Theia is available in two versions – with and \nwithout armrests – while the material selected for \nthe shell gives the chair its personality, deciding \nwhether it’s a seat at the dining table or a striking \ndesign object. Whatever it is, though, Herkner sees \nTheia as a life-long companion.\n39\n",39,{"image":163,"text":164,"number":165},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.40.png","sebastian herkner\nDesigner\n„Die Sitzschale von  \nTheia ist eingefasst wie  \nein Schmuckstein.“\n–\n“With Theia, the  \nseat shell is framed  \nlike a jewel.“\nFREIFRAU MANUFAkTUR: Welchen Ansatz hast du \nverfolgt? Inwiefern wolltest du dein neues Design \nvon Ona differenzieren?  \nSEBASTIAN HERkNER: Wir waren bei der Entwick- \nlung von Theia auf der Suche nach einer anderen \nAussage von Eleganz und Einfachheit. Wir kombi-\nnieren hier ein umlaufendes Metallgestell mit der \nskulpturalen feinen Sitzschale um einen neuen  \nCharakter zu kreieren. Wie ein Schmuckstein wird \ndie Sitzschale in dem Metallrahmen gefasst. Die  \nformale Gestalt dessen wird durch die Öffnung  \nam Rücken der Schale noch akzentuiert. Stuhl  \nund Raum treten in einen Dialog. \nFF: Welche besonderen Charakteristika hat Theia?  \nSH: Theia gibt es in zwei Versionen, mit und ohne \nArmlehne. Das verbindende Element ist die fein \ngezeichnete Sitzschale mit dem umgreifenden \nMetallgestell. Je nach Stofflichkeit der Schale kann \nman die Persönlichkeit des Stuhles unterstreichen, \nvon Esszimmerstuhl bis hin zu einem Objektstuhl.\nFREIFRAU MANUFAkTUR: What was your approach \nto this piece? To what extent were you looking to \ndifferentiate your design from Ona?  \nSEBASTIAN HERkNER: In developing Theia, we were \non a quest for a different expression of elegance \nand simplicity. So we combined a metal frame \naround the shell with a sculptural approach to this \nshell in order to create something new with a quite \ndistinct character. Think of a gemstone set in a ring: \nthat’s how the seat sits in the frame. An opening \non the rear of the chair underscores the sculptural \nfeel of the design and the chair enters into a direct \ndialogue with the room. \nFF: What are the most special qualities of Theia?   \nSH: Theia comes in two versions – one with, one \nwithout armrests. What unites them both is the \nfinely-drawn seat shell and the metal frame around \nit.  The material selected for the shell gives the chair \nits personality, deciding whether it’s a seat at the \ndining table or a striking design object.\n40\n",40,{"image":167,"text":168,"number":169},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.41.png","41\n",41,{"image":171,"text":15,"number":172},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.42.png",42,{"image":174,"text":15,"number":175},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.43.png",43,{"image":177,"text":178,"number":179},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.44.png","44\n",44,{"image":181,"text":15,"number":182},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.45.png",45,{"image":184,"text":15,"number":185},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.46.png",46,{"image":187,"text":188,"number":189},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.47.png","47\n",47,{"image":191,"text":15,"number":192},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.48.png",48,{"image":194,"text":195,"number":196},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.49.png","49\n",49,{"image":198,"text":199,"number":200},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.50.png","50\n",50,{"image":202,"text":203,"number":204},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.51.png","51\n",51,{"image":206,"text":207,"number":208},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.52.png","52\n",52,{"image":210,"text":15,"number":211},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.53.png",53,{"image":213,"text":15,"number":214},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.54.png",54,{"image":216,"text":217,"number":218},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.55.png","55\n",55,{"image":220,"text":221,"number":222},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.56.png","56\n",56,{"image":224,"text":15,"number":225},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.57.png",57,{"image":227,"text":228,"number":229},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.58.png","58\n",58,{"image":231,"text":15,"number":232},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.59.png",59,{"image":234,"text":235,"number":236},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.60.png","60\n",60,{"image":238,"text":15,"number":239},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.61.png",61,{"image":241,"text":242,"number":243},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.62.png","62\n",62,{"image":245,"text":246,"number":247},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.63.png","63\n",63,{"image":249,"text":15,"number":250},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.64.png",64,{"image":252,"text":253,"number":254},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.65.png","Die Inspiration zum Entwurf Grace von Birgit Hoffmann \nund Christoph kahleyss war die sanfte Erscheinung  \nvon locker über einen Stuhl gezogenem leder. Früh \nstand fest, dass ein besonders dickes leder, kontras-\ntierend mit einem filigranen Gestell, den besonderen \nReiz ausmachen, das Designduo jedoch gleichzeitig vor \neine große Herausforderung stellen würde. leder ist ein \nNaturmaterial, dessen Eigenschaften sich die Designer \nerst einmal zu eigen machen mussten, um ihre Idee so \numsetzen zu können. Die robuste Anmutung des leders \nmit seinen fein austarierten, offenen Nähten vermittelt \neine archaische kraft. Grace präsentiert leder in seiner \nreinsten Form, gepaart mit dem höchsten Maß an \nSitzkomfort. \nIn designing Grace, Birgit Hoffmann and Christoph \nkahleyss got their inspiration from the soft elegance of \nleather draped loosely over a chair. Early on, it became \nclear that the particular charm of the new piece would \nrequire especially thick leather as a contrast to a delicate \nframe, and this represented a not inconsiderable chal-\nlenge for the design duo. leather is a natural material, \nand designers need to harness its characteristics in \norder to turn their ideas into reality. With its finely  \npositioned open stitches, the leather used is at once \nrobust and elegant, full of archaic heft yet with  \nan undeniable grace. Hence the name of the chair,  \nwhich presents leather in its purest form and offers \nunparalleled comfort: Grace.\nDesigned by\nhoffmann kahleyss design\nGrace\n65\n",65,{"image":256,"text":257,"number":258},"\u002Fmedia\u002Fimages\u002F59\u002Fc7bcd97d3616adc6c771c84539d16e-28c689ef16.66.png","birgit hoffmann & christoph kahleyss\nDesigners\n„Grace ist stark,  \nselbstbewusst und \ndabei anmutig  \nund sanft.“\n–\n“Grace is strong,  \nconfident, yet graceful \nand gentle.”\nFREIFRAU MANUFAkTUR: Ihr wart fast zwei Jahre mit \nder Entwicklung von Grace beschäftigt. Was ist so \nbesonders gewesen?  \nHOFFMANN kAHlEySS: Die Idee war es, den Entwurf \nwie eine über ein Gestell gelegte Husse wirken zu \nlassen. In der ersten Entwicklungsphase haben  \nwir eine steile lernkurve hingelegt und erkennen \nmüssen, dass wir mit dieser Idee nicht den für \nFreifrau so charakteristischen Sitzkomfort erreichen \nkönnen. Wir haben dann versucht, alles über leder \nzu erfahren, bis wir wussten, an welchen Stell-\nschrauben wir drehen mussten. Das hat viel Zeit \ngekostet, die sich heute bezahlt macht.  \nFF: Wie passt euer neuer Entwurf Grace in die  \nbestehende Freifrau-kollektion?  \nHk: Die Stühle bei Freifrau zeichnen sich durch beson-\ndere Weichheit und Bequemlichkeit aus. Grace hat \neine für die kollektion neue, klarere Erscheinung, \nbüßt aber keineswegs an Sitzkomfort ein. Eine für \nuns sinnvolle und schöne Erweiterung. \nFREIFRAU MANUFAkTUR: It took you almost two years \nto develop. What was so different about working on \nthis design?   \nHOFFMANN kAHlEySS: The original idea was chair \nwhich looked like a covering had simply been laid \nover a frame. What the first design stage quickly \nshowed us, however, was that we wouldn’t be able \nto offer the characteristic Freifrau levels of comfort \nwith this approach. So we started to research \nleather as a material and tried to find out where we \ncould make adaptations to the design. That took us \na lot of time at the beginning, but it was worth it in \nthe long run. \nFF: How does your new model Grace fit into the overall \nFreifrau collection?  \nHk: Freifrau chairs are especially soft, particularly com-\nfortable. Grace upholds this level of comfort while \noffering a new, clearer form than other pieces in \nthe collection. As such, it’s a logical addition to the \nrange – and an aesthetically pleasing 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