From Idea to Showroom: The Frovi Furniture Design Process

Big and bold, sleek and subtle, or just outright clever: we’re big fans of an innovative furniture design here at Frovi. But how do our designers turn a basic concept, like a modular sofa, into the brilliantly creative Big Softie? Or take the concept of an insulating Arctic jacket and transform it into a voluminous armchair you can sink right into, like the Puffa?

The answer lies in a mix of understanding the day-to-day challenges of our users and the evolving needs of modern environments. Every Frovi furniture range follows a similar journey – from an initial idea into a finished piece ready for the showroom. Here’s how we do it.

Identifying Real-World Pain Points

All our projects tend to begin in one spot: with people. Our team listen closely to users and designers to understand what’s missing from their spaces – or what could be better. This feedback forms the foundation of the furniture design process from which everything else is built.

For example, when developing the Relic collection, we heard repeated calls for greater flexibility. People wanted worktables that were beautiful – naturally – but also adaptable to a wide variety of settings.

As Dave, our Design Director, explains: “Relic was designed to solve the needs of our customers. They wanted greater flexibility in colours, finishes, sizes, and accessible features that weren’t commonly available as standard. So, we started looking at everything our existing systems didn’t do and how many customer pain points we could solve.”

These kinds of insights help our designers focus their attentions precisely where it matters: solving real-world problems with innovative furniture design.

Designing Furniture for a Purpose

Once we’ve identified the challenge, we set out to create a functional solution. Sounds simple on paper, but we need to be sure it works brilliantly before we set about making it beautiful.

From telescopic table frames that adapt to different room sizes, to modular seating that supports both solo work and group discussion, every design choice is intentional. This is the core of what we aim to achieve – turning our insights into a contemporary furniture design that actively provides a genuine use, and without overcomplicating it.

The Puffa armchair is a good example of this. Our key aim was to envelop users in a sense of comfort, privacy, and sanctuary that removed them from their busy surroundings. This inspired the chair’s uniquely hooded design that encloses users as if within a protected hub.

Shaping a Distinctive Aesthetic

Of course, that doesn’t mean to say that form isn’t important too. With the function mapped out, we can turn to exploring different aesthetic directions that reflect a blend of our own design heritage as well as modern furniture design trends.

We often experiment with materials, profiles, and finishes, or play with contrast and asymmetry to create contemporary designs that stand out. With each design varying so greatly, there’s no real template to this stage in the process. Upholstery and soft-edge silhouettes are just two examples that have recently featured – in our Big Softie and other launches – creating an all-important sense of character and warmth.

Showcasing the Concept

Once a concept is ready, we take it out into the big world, debuting at industry events like the recent Clerkenwell Design Week 2025. These moments are an important, albeit daunting, part of the process. They give us a chance to share our thinking, gather feedback, and show how our products might shape the future of innovate furniture design.

Previously we’ve showcased full working ranges, while at other times we’ve presented more experimental concept pieces – ideas that may not launch immediately but help us explore future trends and challenge expectations.

This is also a good time to demonstrate prototypes, with models like Puffa going through extensive iterations before arriving at the finished model.

Launching with Flexibility

Next, all that’s left is to launch. And with a growing demand for adaptability, we’re increasingly aiming to provide ranges from the off that are as flexible and inclusive as possible. That means offering a wide choice of customisable options – from size and shape to materials and finishes – so that each piece can be tailored to its environment.

Longevity is another consideration. Our furniture design process incorporates replaceable components and durable materials, helping them last well into the future. This approach reflects our values as sustainable furniture designers, reducing waste by creating products that are designed to evolve.

The Full Frovi Design Process

One thing to add is that design is never static. Our furniture design process continues well after an initial piece lands in our showroom, as we learn and refine based on how people are actually using it. The Relic Social, for example, arrived long after the initial Relic table, reflecting a thoughtful development shaped by community insight and a strong design vision.

For more insight into how we think and create, visit our blog for the latest news, or explore our full range of innovative furniture design online.