Silo Reflections
A Conversation with Massproductions Founders
Words by Sanna Fehrman
Earlier in 2024, Silo was awarded Interior Product of the Year at the Scandinavian Design Awards. The award-winning wine rack, previously available in black-stained ash, natural ash, and the distinctive red color “Massproductions Red,” is now expanded to include a pea green color. We sat down with our founders, Magnus Elebäck and Chris Martin to talk about Silo’s success and the new edition.
What did you think when you heard that Chris would make a wine rack?
ME – Wait, an Englishman working with wine!? Feels like an accessory for beer would be more fitting.
CM – Silo works for many types of bottle, not just wine! And cultural pigeonholing isn’t cool Magnus!
Did you think it would win design awards?
CM – I was a bit surprised to win a prize, but we can see that it sells well, so people needed it and sure, why not reward that!
ME – Silo is the most minimalistic product Chris has designed. I was pleasantly surprised that even discreet, good products can win awards.
“I think the new colour inspires new uses for Silo. This green one makes me want to store wine in my orangerie. If I had one, that is.”
Chris Martin
Describe the new color?
CM – It reminds me of painted fences and park benches.
ME – A vibrant green hue that balances between sporty and elegant.
What wine do you prefer to drink?
ME – I wish I could indulge in some lovely natural wine. But the truth is, I prefer French château wines.
Earlier in 2024, Silo was awarded Interior Product of the Year at the Scandinavian Design Awards. The award-winning wine rack, previously available in black-stained ash, natural ash, and the distinctive red color “Massproductions Red,” is now expanded to include a pea green color. We sat down with our founders, Magnus Elebäck and Chris Martin to talk about Silo’s success and the new edition.
“The stacking feature of Silo encourages mixing colors. We needed a new hue to spice things up. Now we’re releasing Silo in a vibrant green color that strikes a balance between sporty and elegant”
– Magnus Elebäck
There are many wine racks on the market but many chose Silo. Why do you think Silo is so popular?
ME – When you buy a traditional wine rack, it often holds 12-16 bottles. That can feel a bit demanding when times are tough. But you can always fill a rack for four bottles. Then you can add layers (and bottles) as soon as the economy allows.
CM – I think of it as a refined version of more conventional wooden versions. Just the right size, stackable and with a touch of humour.
Why do you think Silo won the award for design product of the year?
ME – We might have been lucky with a wine-interested jury…
CM – Only the judges know that…but I did hear it was a fairly unanimous decision.
Why did we want to add a new color to the collection?
ME – The stacking feature of Silo encourages mixing colors. We needed a hue to spice things up.
CM – I think the new colour inspires new uses for Silo. This green one makes me want to store wine in my orangerie. If I had one, that is.
Your reaction when you saw the green version?
CM – Finally, a green wine rack, for green bottles.
ME – I can really be influenced by color (for better or worse). Thoughts go to summer cottages from the 40s.
