Back in November, we unveiled the new Danish lighting brand rewired. The people behind rewired say they are undertaking a branding mission with their products, which they describe as Danish modern lighting. We talked with rewired about the beginning of their branding journey and their products, which are meant to embody a certain ‘kind of coolness’.
‘After we did the hotel project with Friis & Moltke Architects, we felt that the products deserved to be available to the retail market so everyone could buy them. Along with the Friis & Moltke design, we created more and more designs. Finally, we decided to launch rewired. We believe our designs are so strong that they will last for decades, and rewired will not create bespoke solutions’, says Thomas Hansen, Director of rewired.
According to Hansen, the main focus for rewired is the contract market, and the forthcoming retail market launch is currently seen as an extra win for the company. rewired wants to create awareness among private customers so the brand can gain an advantage in the contract market.
‘We want to use rewired to make products that are easy to recognize and therefore more convertible in the contract market. We would like developers to grab our catalogue and recognize the designs so they are more willing to go for our solutions’, says Hansen.
rewired’s story involves creating a new lighting subsidiary that acts as not only a problem solver and profit maker but also an instrument to gain brand awareness.
rewired was created from the existing Frandsen Project subsidiary, which is owned by the Frandsen Group. Frandsen Project creates bespoke lighting solutions for the contract market. The story of rewired began when the Danish architectural company Friis & Moltke Architects turned to the people behind Frandsen Project because they wanted to recreate their pendant design from 1954 for a hotel in Denmark.
The new brand began inside the Frandsen Group; therefore, the creation of rewired is, in a way, the beginning of a start-up, according to Hansen. Knowledge of how to make high-quality products permeates the mother company, but the process of penetrating different markets is the same as it would be for any other start-up.
‘We face a lot of the same challenges as a traditional start-up, but we also have a solid production apparatus behind our backs. We do not want to follow any specific trends. We just want to make cool products or products that radiate some kind of coolness. In this way, our designs cannot be too ornamental—merely simple and elegant’, states Hansen.
rewired’s goal is to create a strong, consistent, thorough contract brand offering great quality products that ooze quality. The company’s retail presence will help fulfil this ambition, according to Hansen.
‘In order to live up to our ambition, we have to be passionate about our work and zealous in what we deliver. We have to focus on product development, and we have to maintain our Danish manufacturing facilities, which is a solid seal of approval if you ask me. All this is only possible due to the hard work all our employees do every day. Their knowledge of creating lamps and pendants is essential to us’, says Hansen.
Currently, rewired’s retail launch is planned to take place in the Danish high-end home store Illums Bolighus in August 2016.