FRMD: Innovative Digital Art Frames

A Wide Variety of Artists

FRMD the digital art frame company, is revolutionizing the way we display artwork. The company has built a fully integrated art-world ecosystem comprising a wide variety of artists . They have a personalized approach in which subscribers get a consultation with their art curation team and then get access to a collection prepared by FRMD. The point being that clients can choose the art they want to display.

CEO & Flounder Max Stanišić

With FRMD you can display a standard painting above the sofa, or an animated work. The physical frames are beautifully crafted of wood, and subscriptions offer a variety of options, from choosing among the 500+ artworks currently available in the firm’s catalog to creating custom pieces with FRMD’s partners. “If we don’t have something you like, we can reach out to other art creators and our content partners and find something for you if we don’t have access to it already,” said founder and CEO Max Stanišić from his office in Dubai.

“We created these subscription packages because we have a lot of connections with international artists who are doing digital art, and this was our way to bring their art into our clients’ homes, offices or hotels,” Stanišić said. Clients usually buy the frames, but they can also be leased. Subscriptions cost anywhere from $50 per month to thousands, depending on your needs. “Each month we’ll either prepare some new art for them, create something custom for them, or they can get access to our basic collections, and so on. So it’s the physical product, the frame, plus access to our digital content.”

Professional Curation, Custom Artwork & Upload Your Own Content

FRMD’s approach is tailored to each individual. “We want to create an experience for the clients,” Stanišić explained. On staff is an art curator based in Switzerland with years of experience. Clients would meet with the curator – what they call an “exploration call” – so she can learn their tastes and needs. “She would provide you with some examples, and after she understands your requirements, preferences, the types of artists and other criteria, she’ll prepare something specifically for you.”Another option is a basic subscription in which FRMD selects artwork for you each month, which doesn’t involve this personalized approach.

Set a Schedule

One hotel client with a large frame in its lobby changes the artwork throughout the day on a preset schedule. A certain type of art in the morning automatically switches to something else for the afternoon and something more relaxing in the evening. “It’s all about creating emotions and creating atmospheres in this environment, wherever it is,” Stanišić said.

FRMD also works with galleries and individual artists to digitize their physical artwork, having a professional photo studio scan the piece, and working with 3D designers and others to produce a digital version. “If you want this still image to become animation, we can animate it for you.”

Communication Tool

Business clients like the option to vary the display quickly, say, for meetings. They also can use the frame as a screen to display their own marketing materials. “It allows them to communicate different messages for whatever is the agenda.”

Rosewood Hotel; F1

Stanišić, a Croatian national, began working on FRMD two years ago. He and his team quickly realized they needed to also offer artwork. Prominent clients include the Rosewood Abu Dhabi hotel, and they’ll have an installation during F1 in Abu Dhabi in December 2024 in collaboration with W Hotels. They’ve exhibited at the Mercedes Benz Center, a concept space in Dubai.

“Hackathon” to Curate New Artists; NYC Office & Exhibit

Recently FRMD held a “Hackathon,” an online competition with 17 teams of artists creating projects with the winner getting an exhibition in New York City. Though there was only one winning team, the Hackathon connected FRMD with the other 70 participants whom they are now trying to fit into their collections.

Mriya Gallery in Tribeca

The winner was “Show Me Peace,” an immersive digital VR experience by Ukrainian artists demonstrating the devastation of apocalyptic global events. The exhibit, at Mriya Gallery in Tribeca from November 20-30th, marks the official opening of FRMD’s office in New York. “We are making our move to New York, our first outside of this Middle East region,” said Stanišić. frmd.io

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