Framed Tech was created when three friends combined the same curiosity. Something they had in common and brought from their childhood: the desire to understand how things are made. There was only one way to find out how. And it was by fully deconstructing them and assembling them back.
Guilherme Fregonesi, Icaro de Abreu and Pedro Gravena - ad creatives on business hours and “makers" in their spare time - mixed up their ability to disassemble stuff with the obsession and pleasure to organising things.
“I found some games and gadgets that I used to love when I was a kid at my mother’s home, but today they have lost their use. That is when the idea of deconstructing these products and trying to bring back some value from their past. It is as if we open them up piece by piece to re-connect with what was part of us a while ago” said Guilherme
The art from the group comes from disassembling devices that were popular in the 70’ until the 00’s and extremely desired in the tech world. Ranging from products considered to be vintage like an Atari 2600 with a wooden finish to a recent valuable product like the first iPad.
"The beauty is exactly on the side that no one ever saw from those gadgets. There might exist inside of us a primitive necessity to unmask what’s inside electronic devices. It’s awesome to see what’s behind the design. To be able to see what was made only made for function, not to be disassembled. This is very authentic” mentions Icaro.
“Framed Tech is a way of making products desirable again, to giving back its value and utility that was lost with time. Through art all is possible” adds Guilherme.
Pedro Gravena wraps up the core behind the entire project: “A very important concept of the maker movement is related to the fact that if you can’t open it, you can’t own it. That is the idea”.