FOLDR is a wall mounted magazine holder. It has four shelves to carry many of your beautiful magazines or brochures. The design is characterized by efficient use of material, timeless simplicity and a clear pattern. Displaying brochures, books and magazines in their full splendour, FOLDR is suitable for both home and office.
Achieving the best possible result using as few means as possible. This is the starting point of designer Coen van Ham. The brochure rack FOLDR reveals what he means by this. The transparent appearance contributes to the strong look of the functional design. FOLDR forms part of the van Esch collection in Goirle. The family business was established in 1972 and specialises in the production of cloakroom systems and hall accessories.
The idea for FOLDR was conceived from a need: most brochure racks only have room for a limited number of brochures. The solution that van Ham came up with for this is based on the four spacious shelves on which several magazines and brochures can be placed. ‘But most importantly perhaps is the fact that the focus has been entirely on the brochures and magazines, and not on the product,’ says the designer. ‘It is in fact a perfect tray for the lively covers of beautiful magazines and corporate sales brochures.’
Nonetheless, van Ham has given FOLDR a striking appearance. ‘I was looking in the visual language for a link to the product that is presented: paper. The product is similar to a fragile folded piece of paper. The holes of the shelves are the carriers of the paper. By continuing this pattern throughout the design it has become a light and open product.’
As FOLDR has been made of a single metal sheet the brochure rack hardly takes up any room. For that reason FOLDR, available in matt black and soft silver, can easily form part of a series. This makes it ideal for project design. Due to the subtle design it also looks good in a living environment. Moreover, thanks the ageless design the rack fits in with various styles of interior design.
That agelessness suits van Ham. ‘A response I often hear is that my designs are so self-evident. As if they have been in the market for years. I think that is why FOLDR fits in so well in the van Esch collection. In twenty years’ time it will still be a beautiful, attractive product. That is what I call true durability.’
Designer: COEN! design agency | Coen van Ham
Size: 1440 x 280 x140mm
Available in: matte black and mellow silver
Pictures: COEN! design agency