Together, Magnus Elebäck and Chris Martin took on big league clients, and then ten years later decided to launch their own furniture design and production company, Massproductions. The two designers, sharing vision of functional, elegant, modern design, decided to break free of PR-driven product strategies to create a modernist furniture company focusing on the interplay between object and context. Massproductions alludes to the beauty of efficient, sustainable, high quality industrial production. By working closely with the engineers and machine operators at their production facilities, the company ensures the integrity of their vision down to every cut and bend. The debut product was the Tio chair, which earned rave reviews, awards and well-respected clients. The commitment to quality, function and what Chris Martin calls “obvious design” won the approval of the cognoscenti, and Massproductions has built on the success with Tio to create an award-winning line of products and a network of more than a hundred retailers servicing top architects around the world. Building on the clean, functional elegance of modernism, Massproductions brings its core principles into the post-digital era. This translates to multifunctional, highly adaptable design classics – that function like a smart, contemporary toolbox for both interior architecture and the retail market. The collection is highly adaptable and customizable and thus blends in effortlessly as hotel or restaurant furniture. To designer-in-chief Chris Martin form is a byproduct of function, materials and production processes. He has been called a minimalist but in fact he’s a radical pragmatist, drawing inspiration from the production line rather than from artistic imagination.