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Founders, Estrid Ericson and designer Josef Frank had a clear vision about the shop design philosophy. Josef Frank once said: "There’s nothing wrong with mixing old and new, with combining different furniture styles, colours and patterns. Anything that is in your taste will automatically fuse to form an entire relaxing environment. A home does not need to be planned down to the smallest detail or contrived.; it should be an amalgamation of the things that its owner loves and feels at home with.”