Together with SELKA
Moore Design
How a meeting at Stockholm Furniture Fair grew into a partnership in product development and manufacturing.
How our collaboration began
In early 2023, Julien Diard, founder and CEO of French furniture company Moore Design, came across SELKA online and learned more about our company. He contacted us and suggested meeting at Stockholm Furniture Fair, where SELKA had its own stand.
The message at our stand was firmly centred on “Together with SELKA”. We wanted to show that SELKA is more than a manufacturer of its own furniture collection. We customise products, support their technical design and develop entirely new solutions together with our customers. We also work as a manufacturing partner for several well-known furniture brands.
Stockholm Furniture Fair, 2023
A meeting in Stockholm
We met Julien in Stockholm and learned more about Moore Design and its operations in France. We also introduced SELKA’s manufacturing capabilities, 3D design expertise and the different ways we can customise furniture.
Julien was particularly interested in our extensive colour selection and in the possibility of adapting existing products to customers’ needs or developing completely new products for Moore Design’s own collection.
Already at that first meeting, we discovered exactly the kind of shared interests we had hoped to find at the fair through our “Together with SELKA” approach.
From the first samples to joint product development
After our meeting in Stockholm, the collaboration moved forward quickly. We sent Moore Design samples of SELKA products, including HIILI table bases in different colours.
At the same time, we developed products to better meet the needs of a reseller. For example, we modified the structure of the HIILI base so that it could be shipped in separate parts. This meant that dozens of bases could be packed onto a single pallet — a small structural change that made deliveries considerably more efficient.
Soon, Moore Design also began bringing us its own product ideas.
One idea was a metal-framed table with a tabletop made from pieces of different materials. The concept would also make it possible to use small leftover pieces of material instead of manufacturing the entire tabletop from one large, continuous board.
Moore Design had the idea and the vision. SELKA’s role was to find the practical solutions needed to bring it to life. This marked the beginning of our joint development work on new tables.
Strobi — a product developed together
From ideas and 3D models to prototypes
Product development progressed step by step. At SELKA, we created 3D sketches for Moore Design, allowing us to evaluate the structure, proportions and manufacturability of the products before making the first physical pieces.
Together, we developed the Cheum and Strobi tables and manufactured their first prototypes at SELKA.
In autumn 2023, Julien travelled to Finland to see the prototypes at SELKA’s factory in Nastola.
This was an important moment in our collaboration: for the first time, the ideas developed on screen and in drawings stood before him as finished pieces of furniture. Julien was pleased with the prototypes and their quality. We reviewed the products together and agreed on a few small adjustments before moving on to the next stage.
From prototypes to finished products
After refining the prototypes, we manufactured the first products for Moore Design’s collection.
In March 2024, Strobi and Cheum were launched as part of Moore Design’s collection at Workspace Expo in Paris. Products that had been ideas and 3D sketches just a year earlier were now finished pieces of furniture presented to an international audience.
From our first meeting in Stockholm, the collaboration had progressed naturally from furniture samples to joint design, prototypes and finally finished products.
Strobi table series
Our collaboration continues
Strobi and Cheum were not one-off projects.
Today, Moore Design is a reseller of SELKA products in France, and we continue to develop new products together. We have also participated in industry events together and explored new ways of combining Moore Design’s ideas with SELKA’s manufacturing expertise.
Over the course of our collaboration, we have worked with different table structures, materials, dimensions and colours. Every new idea brings a slightly different technical challenge — and that is precisely when our collaboration is at its best.
What Together with SELKA means to us
To us, this is what “Together with SELKA” means: a customer may have an idea, a sketch or a product that has already been developed in considerable detail. Our task is to help find a way to turn it into a functional piece of furniture that can be manufactured.
When needed, we can take responsibility for the entire manufacturing project, from technical design and prototyping to production, packaging and logistics.
