MEET THE ARTIST MASSPRODUCTIONS
Massproductions creates furniture and accessories that enrich design culture, drawing inspiration from the history of both art and industrial production to create anew.
Founded in 2009 by Swede Magnus Elebäck and Brit Chris Martin, Massproductions is built on deep friendship and complementary skills. Over the years they have developed an existing and ever-evolving collection. The work style remains practical and rational.
"Our design philosophy is about finding out the the limitations of the production and the possibilities therein, and then adding the magic."
How did you meet?
Chris: Well, we met when I moved to Stockholm, I suppose, in 1999. Coming here after college in London to take a job in Stockholm.
Magnus: So that makes it, well, 27 years? Which is more than half of my life, at least.
How did Massproductions start?
Magnus: We operated as a design studio for years, but eventually felt a strong urge to control the entire process—taking responsibility all the way from the initial idea to the finished product. Our ambition was simply to create the ultimate environment for great design to happen.
Chris: Working for others often meant running into limitations. The turning point came when a chair project for a German company fell through and we decided to produce it ourselves, prompting our transition into a furniture company. Today, everything still stems from our friendship and endless analytical discussions—we filter through so many thoughts, only picking the absolute best ideas to show the world.
Magnus: That’s why we chose the name Massproductions. It’s not just a moniker; it’s the cornerstone of our philosophy. We truly believe that industrial production, when done right, yields the best result for everyone involved.
How would you describe your design philosophy?
Magnus: Our design philosophy is pretty much about finding out what's the limitations of the production and the possibilities therein, and then adding the magic to that.
How did the process of Cord start?
Magnus: We applied our core philosophy: analyzing the traditional manufacturing process and finding new pathways within those limitations. For Cord, we wanted to work with the stripe and incorporate it directly into the weft, which is a highly unorthodox method. By doing so, we managed to challenge the industrial framework while still leaving immense room for the actual craftsmanship that goes into making a rug.
How did you land in these specific colour combinations?
Magnus: We found ourselves drawn to the tension between natural tones and almost artificial colors. At one point, we discussed the striking visual contrast of a traditional bale of hay held together by a vibrant, synthetic nylon strap. That exact friction inspired the palette.
Chris: Our goal was to create four distinct colorways that adapt effortlessly to any interior. The true challenge with color is balancing immediate intrigue with longevity—avoiding a visual one-liner that loses its appeal after six months. These rugs are designed to maintain their relevance, looking and feeling exceptional for years to come.
You believe in industrial production, while Layered is all about handcrafted designs. How was this synergy for you?
Chris: We chose to concentrate entirely on the weaving process and the structural construction of the textile, rather than treating the rug as merely a canvas for a beautiful pattern. By shifting the emphasis to structure and technique, we found a natural common ground where process and craftsmanship meet.
