Form Us With Love founders launch
BAUX architectural products company

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Stockholm 2014: the founders of Swedish design studio Form Us With Love have launched BAUX, a new brand taking construction materials such as insulation and turning them into architectural features (+ slideshow).

Form Us With Love founders launch BAUX architectural products company

Jonas Pettersson, John Löfgren and Petrus Palmér of Form Us With Love have teamed up with entrepreneurs Johan Ronnestam and Fredrik Franzon to take conventional architectural products and make them more visually appealing.

Form Us With Love founders launch BAUX architectural products company

"To talk about beauty and construction materials is almost unheard of," Palmer told Dezeen. "We think that building materials pose one of the best opportunities for design and design thinking."

Form Us With Love founders launch BAUX architectural products company

Their idea was to use materials that would normally be hidden, such as sound and heat insulation, and rework them as elements that can contribute to a design feature.

Form Us With Love founders launch BAUX architectural products company

"Design hasn't been an important factor [in this industry], but what we're seeing now is that buyers such as architects or interior designers are actually asking for design values in materials that are normally purely functional," Palmér explained. "Currently no one is really meeting those demands."

Form Us With Love founders launch BAUX architectural products company

The brand's inaugural product is a type of acoustic panel called wood wool. Made of spruce wood, cement and water, the sound-absorbent material also regulates heat and moisture.

Form Us With Love founders launch BAUX architectural products company

Panels of wood wool are usually covered up beneath other surface finishes, but BAUX hopes architects and designers will create decorative feature walls using the colourful modular elements the company has formed from the raw material.

Form Us With Love founders launch BAUX architectural products company

"At Form Us With Love we did a project with the company that makes the material a couple of years back and it was very well received," said Palmér. "The problem was that the company had trouble coping with the demand, they were used to local demand and serving local clients, and they couldn't manage."

Form Us With Love founders launch BAUX architectural products company

BAUX now handles the distribution. The brand takes the material from the manufacturer, cuts it into six new shapes in two sizes and sprays them in six different colour palettes.

Form Us With Love founders launch BAUX architectural products company

The panels can be backed with magnetic pads to attach them to a metal base surface, so they can be rearranged and replaced.

Form Us With Love founders launch BAUX architectural products company

Pettersson, Löfgren and Palmér set up their Stockholm studio Form Us With Love in 2005. BAUX was launched during this year's Stockholm Design Week, which continues until Sunday.

Form Us With Love founders launch BAUX architectural products company

Here's some more information sent us by the BAUX team:


Let us present BAUX!

BAUX is founded on the belief that building materials should be surprisingly functional and remarkably beautiful. BAUX designs, produces and markets construction materials that meet the contemporary expectations of architects, engineers and builders - without compromising safety and environmental standards.

Form Us With Love founders launch BAUX architectural products company

BAUX is a joint venture between entrepreneurs Johan Ronnestam and Fredrik Franzon and the founding members of design studio Form Us With Love: Jonas Pettersson, John Löfgren and Petrus Palmér.

"We think building materials is one of the most exciting design opportuniites out there right now, we're here to explore an area where design values hasn’t been present before" - says the founding partners of BAUX.

The BAUX Träullit collection of wood wool acoustic panels is a canny combination of form and function. Available in a range of vibrant colours, the BAUX Träullit collection combines excellent sound absorption with a natural capacity for heat and moisture regulation.

BAUX Träullit panels can be combined to create remarkable structural patterns for residential, industrial or public spaces. Benefits include lower energy costs, a reduced environmental impact and a stable indoor climate.

Designed by Swedish design studio, Form Us With Love, the BAUX Träullit collection features six different geometrical shapes, available in two sizes and five colour sets, offering over 240 creative variations! Let's build!

  • mlk

    They forgot to photoshop reflections of the chairs.
    The idea of making insulation look good is great.