Massproductions' Chris Martin extends the vocabulary of the iconic shell chair in his version with a squared-off seat in layered, glued wood and a solid element across the top edge in oak or beech. Likened to a serif on a letterform, the curved bar defines the chair's shape and has a functional use too as a place to grab the chair for lifting. In a variety of wood finishes, Serif is a hard-wearing product envisioned for contract use but its sleek lines make it apropos anywhere.
- 30.9" h x 18.8" w x 17.9" d (78.7x47.9x45.5cm)
- Seat height: 17.5" (45.5cm)
“Our goal is to use industrial processes to create furniture which people can get excited about, something that gives them pride of ownership,” says Chris Martin of Stockholm-based Massproductions. “You can do that with a hand-crafted piece, but for us the satisfaction comes from achieving it with an industrially produced article.” Chris, an Englishman, and Swedish business partner Magnus Elebäck first met as independent consultants and eventually put their accumulated knowledge to work for themselves in 2009 by opening their own furniture company, Massproductions.
Within modernist design codes, they strive for a “dignified simplicity” and their emblematic Tio Chair took the prestigious Golden Chair award from the Swedish Association of Architects. Also cognizant of environmental factors, a core concept is to produce “cleverly and in volume” to emphasize sustainability as well as social ethics, Chris says. "We believe that responsible and rational mass production benefits the consumer, the factory worker and everyone in-between.”