This week’s DMTV Milkshake guests are Jeppe Christensen and Michael Andersen – CEO and CSO of the Copenhagen-based kitchen lifestyle brand reform. Reform works with architects and designers to offer sleek, modern kitchens – as well as its original cabinet system that combines cost-conscious IKEA foundations and the cabinet fronts from Reform.
For this week’s milkshake, we spoke to the co-founders about how they can bridge the physical and philosophical differences between US and European kitchens: “American kitchens are usually bigger – we can essentially see it in the basket size,” Andersen says . “Americans may be more into household appliances. I love American appliances – they don’t exist in Europe, where you can get stoves the size of a car and big, big refrigerators. This is a big difference to the European market – we hide the appliances with built-in dishwashers, etc. But there are also a lot in common – people like cool kitchens and good quality. “
Also in this milkshake: We hear how Reform wants to grow in the coming years, the biggest business challenges of the pandemic (spoilers: raw material costs are at stake) and the controversies about economy, plywood and chipboard in kitchen construction that you definitely want to hear if you are currently considering putting on a plywood kitchen. “I think there is a notion that a plywood kitchen – compared to chipboard or fiberboard – is a much better kitchen that I actually disagree with,” says Christensen. “I think you get some of the best kitchens that use fiberboard and chipboard. It’s a cheaper material, but it’s a sturdier material that is good for a kitchen. This is a misunderstanding we sometimes see in the US – in Europe, some of the highest quality and most expensive kitchen brands in the world literally build their kitchens on fiberboard and on particle board.
Tune in to meet the guys – and hear if Kanye West will soon join Jean Nouvel and many others on their list of design partners.
Diana Ostrom, who has written for Wallpaper, Interior Design, ID, The Wall Street Journal, and other media outlets, is also the author of Faraway Places, a newsletter about travel.
Milkshake, the first regular series from DMTV (Design Milk TV), shakes up the traditional interview format by asking designers, creatives, educators and industry experts to randomly select interview questions from their favorite bowl or container. In their open discussions, you will not only get an insight into their personal household goods collections, but also valuable insights into their work, their lives and their passions.