The Ful perspective

Posted by Tiffany on July 2nd, 2009    Add your comment »

“Fuldesign is design for everyone who is not perfect and who doesn’t fit into the artificial total makeover world where you have to have a perfect home, appearance, life and lots of money to be accepted.” – David Frimark, Fuldesign

Fuldesign are (from left to right) Moa Åström, Pernilla Klüft, Roland Larsson, David Frimark. photo: pernilla klüft

David Frimark on creativity, life, embroidery, and the incredible Ful studio.

We are Ful
Pernilla and I are siblings, Moa and I are lovers, and Roland is a close friend of all of us.

Fuldesign has been around since the spring of 2005. It started as a small hobby project, selling our hand printed t-shirts at a Stockholm street market.

Moa and David in the fuldesign studio. photo: pernilla klüft

Never boring
Humor is our weapon against boring design. We want to have fun while creating, and above all we want our designs to be more fun than pretentious. We love to make fun of ourselves, the people around us and life in general.

notes on the wall

The tools
Ideas are always born when they shouldn’t be so a notepad is an important Fuldesign tool. When we all get together for Ful meetings at the studio we bring our notepads and get to work. Our wastebin is also a useful and important tool.

notes on the couch

Inspiration
We are all huge pop-culture junkies, and our biggest and most important sources of inspiration are TV shows, movies, music and clubs.

fuldesign workspace

Imperfection
Fuldesign is design for everyone who is not perfect and who doesn’t fit into the artificial total makeover world where you have to have a perfect home, appearance, life and lots of money to be accepted.

Handmade to order
All our products are sold unfinished, in different ways. There are two reasons for this. First of all the tremendous satisfaction and joy of creating something yourself. Secondly we believe that learning to do things by hand is both an important skill and a way to be friendly to both the environment and your finances.

The studio space
We got ahold of a large basement in the very heart of Stockholm and turned it in to the Ful studio. It is half a step down from the street with heavy windows near the ceiling. Since we spend a lot of time there we wanted to make it as livable as possible. There is a fully equipped kitchen as well as a living room area and a table for meetings in addition to the studio space where we can paint, print and make as many messes as we want. We decorated the space with our poster collections. We try to keep the studio organized but it tends to turn to a creative chaos anyway.

fuldesign entrance

cross stitch kits handmade to order and some inspiration

Final words
Embroidery, it’s good fun, very relaxing and de-stressing. Plus your friends will be very impressed and so will we.

fuldesign’s kitchen

Now that you know Ful, take a look at the limited edition cross stitch kits in the shop (if you buy 2 or more, shipping is free for July in the United States).

To the shop!

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