The Pursuit of Happiness at Framery

Framery founder Samu Hällfors and Head of Products Lasse Karvinen, at the 2019 Framery World Conference, Framery HQ, Tampere, Finland. Hällfors and Karvinen had a “Build Off” in a race to build a Framery phone booth in under 10 minutes. Photography: Henri Juvonen / courtesy of Framery

Finland, the country known for having the happiest people on the planet (as the Finnish will proudly tell you – they have the science to prove it), is home to 5.5 million people, over 187,000 lakes, and expansive forests covering around 65% of Finland’s total land area.

As a Nordic country, Finland has a strong DNA for design. According to Norwegian Architectural Theorist Christian Nordberg-Schulz, who was the first to define a specifically Nordic architectural identity in his book Nightlands, Nordic Modernism is “freedom from stylistic dogma of the past and return to basic principles that combine openness & dynamism with an identity of place and sense of home.” (aamodtplumb.com).

Framery World Conference 2019

Finland also has a deep-set relationship with the natural world. The country and its people experience stark contrasts in seasonal weather, with winter being the longest season with a reported 120-day cycle.

“There is something magical about the forest,” notes visitfinalnd.com. “The Finnish soul has always been linked with the forest. The green colour is calming; the gentle rustling of the leaves and pine needles is like music. Finns feel good in the forest. Not alone, not lost – the forest provides protection and peace. Hiking in summer, cross-country skiing in winter, gathering berries and mushrooms or simply a gentle walk in the woods: these are popular leisure activities in Finland. The forest is simply a part of everyday life in Finland.”

Framery, an acoustics company manufacturing pods, phone booths and soundproof private spaces, is a brand that fully embraces its Finnish heritage of happiness, nature and Nordic design. As one of the first companies to introduce modern acoustic phone booth/pod solutions on the market, Framery is well-known in workplace design circles.

officeinsight recently had the pleasure of visiting Framery at its home in Tampere, Finland, a two hour drive from the capital city of Helsinki. The company hosted its second Framery World Conference at its home in Tampere in early October. Over three days, a gathering of 150 people – Framery clients and dealers, designers, employees and partners – enjoyed a whirlwind trip full of Finnish and Framerian culture, content, cuisine, and product.

Framery was founded by Samu Hällfors and Vesa-Matti Marjamäki in 2010.

As the story goes, the founders were working at a software company in an open office with about 20 other employees and grew frustrated with their boss’s noisy phone calls, which made it impossible to concentrate on their work. The two suggested the boss go elsewhere to make his calls, and he responded by asking them to find him a phone booth. After searching unsuccessfully for a soundproof phone booth to purchase, the pair promptly handed in their resignations and began making one themselves.

Instead of focusing specifically on neutralizing negative noise, as many acoustic solutions companies do, Framery has since its origins positioned itself in the business of happiness. The Framery tagline, “Serious About Happiness,” guides everything the brand creates – including its own work culture.

Framery Q2: a meeting pod designed for four to six people

“Initially we thought we were selling silence – but we were wrong,” notes Framery on its website. “Together with our customers we saw the bigger picture. Noise in open offices is a major obstacle to workplace happiness, constant disruptions from phone calls, ad hoc meetings and discussions. It’s hard to recover your concentration when it’s broken, it takes time to refocus, you become less productive, less creative and your potential is not fulfilled. You become less happy as a result.”

Happiness stats from Framery

“This was our wake-up call. When we removed the noise problem, people quickly became happier. Happy people are more efficient, more creative and produce better work. Happiness then obviously and quickly became our purpose going forward, not only concerning our products but for everything we do.”

The founders spent their first five years testing product, soundproofing, acoustics, and ironing out internal regulations, packaging, ergonomics, add-ons, finishes and details. It debuted its first product, the Framery O phone booth, in 2015, followed quickly in 2016 by Framery Q, a silent multi-functional space for up to four people.

The company hit $65 million in revenue in 2018, and has pursued a meticulous evolution of people and product alongside its speedy growth. In many ways, Framery is a study in how a young company chooses to scale its product and its business as its profits grow.

Messrs. Hällfors and Marjamäki founded Framery when their careers were just budding, and while Mr. Marjamäki has since stepped away from direct involvement, Mr. Hällfors has continued on as CEO. The youthful spirit of the company is palpable.

Scenes at the FrameryWorld Conference 2019

“This organization is evolving so fast, and we have a great board of directors,” said Mr. Hällfors. “My role has been changing so much each year, and so I need to change, too. At first it was an entrepreneurship opportunity, but then we needed to let go of some leadership and rely on others. Right now, I’m trying to remove all the obstacles our managers face in expanding our business, taking a view from the top.”

During the trip, we caught up with Mr. Hällfors and Lasse Karvinen, Head of Products at Framery.

“We have a really good community of sharing knowledge here in Finland and at Framery,” said Mr. Hällfors. “We’re all about taking baby steps. First, we knew we had to nail the product, to get the product right, and then we focused on scaling. Then, we began to look at offering more, new things. We are growing so fast, and because of that we’ve always been so tight with customization. But, we want to give the customer freedom of choice.”

“My first and biggest concern is to make sure that we are doing the right things for our team, our people,” continued Mr. Hällfors in an officeinsight interview. “We are all about enabling our people to do their best work. And we are trying to move to the next level in how we serve the end user.  Regarding design, we want to renew ourselves. We are going deeper into details with the product in order to create a better experience. We want to continue to bring something new and fresh to our clients and to the market.”

Instead of a traditional HR department, Framery has a “People & Culture” team that shapes and nurtures its growing workforce, now numbering more than 230 employees.

“We are pretty good at finding the right people for us,” said Mr. Hällfors. “We are value-driven, and we all take a look at the bigger picture, rather than solely at the individual level. We look for people who care about more than compensation or benefits – people who take responsibility and people who want to grow. And, we look for a sense of humor.”

Framery actually offers “happiness insurance,” with a policy stating: “If a Framerian feels that something at work strongly decreases their general happiness, as a company we will do everything we can to fix it. If we don’t succeed the person will receive 5000 euros compensation.”

“Amenities are not as important has how we share knowledge and give people responsibility and leadership,” said Mr. Hällfors. “It creates pride and ownership.”

Framery World Conference 2019

In the design of Framery products, Hällfors notes the company is extremely methodical in everything it does. The brand’s design aesthetic is anchored by its signature curved shape, and while architects and designers might want the option to deviate from that, it’s staying true to that form while exploring how best to move forward.

One area of future focus is in technology and how best to approach the Internet of Things.

“We are very focused on maximizing the customer value, and we are exploring what kind of customer value can be created using technology,” he said. “We’re still in the learning phase of where we see an opportunity, and we haven’t yet figured out how we will best enter that space.”

Mr. Karvinen noted that the brand is offering more cozy elements to align with the home-like work culture megatrend. Sustainability is also a key focus.

In 2014 Framery removed all toxic materials from its products. As its product has evolved, it has developed options like replaceable exterior color panels and interior furnishings. Framery products are currently 55% recyclable, and its goal is to reach 100% recyclability. A factory tour through Framery reveals impressive sustainability and lean manufacturing measures that are constantly improving.

“Sustainability as a force in our organization came up pretty quickly after we started. It is something our customers value more and more. Our goal is to go beyond cradle-to-cradle to have the ability to last until eternity.”

Framery’s newest offerings, debuted at NeoCon 2019 in Chicago this past June, are enhancements to Framery Q2: “A meeting pod conceptualized to combat the lack of privacy in an open office. Designed to accommodate four to six people, Framery Q2 provides users with a multifunctional workplace that offers a heightened sense of privacy and comfort. The pod serves as a space to brainstorm and collaborate, and its superior sound installation system ensures team huddles won’t disturb the rest of the office.”

“An L-shaped sofa creates a more casual environment for company meetings, a calm space to retreat to during the work day, or an area for socializing. Clients can increase the pod’s functionality by attaching a display screen on the wall opposite the sofa. Additional options include two whiteboards and lightweight free-standing, floating tables to make for a more ergonomic work space.”

And any trip to Finland would not be complete without a visit to the sauna – a place where Finns go to relax, socialize, and rejuvenate. Our last night of the Framery trip included a visit to Löyly, a luxury seaside sauna and restaurant on the southern tip of Helsinki. Traveling between a delicious dinner and drinks, and a series of sauna experiences punctuated by invigorating dips into the chilly Baltic Sea, the sauna experience was a perfect conclusion to the Framery conference.

Mr. Hällfors is a determined leader eager to continue shepherding Framery into new areas of workplace design, acoustic solutions, and, of course, always the pursuit of happiness. We wish this company good fortune in the coming years.

Löyly, a luxury seaside sauna and restaurant on the southern tip of Helsinki, was the last stop for Framery World Conference visitors