Kord är en designstudio med rötter i den skandinaviska designtraditionen, präglad av tidlös estetik, noggrant ingenjörsarbete och funktionalitet.  Vi är övertygade om att våra interiörer är landskap som väcker känslor och fyllda med objekt som stimulerar sinnena.

Vår ambition är att bidra till dessa landskap och erbjuda ett nytt perspektiv på vad ett grenuttag kan vara – ett designobjekt i sin egen rätt

The idea behind the Cuboid has been percolating in Gustav Rosén’s mind for over a decade

by Elina Boeva

The Cuboid and Cuboid+, the world’s smallest power strips, mark Swedish design brand Kord’s electrifying debut. Made from 50 per cent recycled materials and superiorly functional, the inventive products prove that everyday objects can, in fact, be picturesque.

Although F. Scott Fitzgerald taught us that we can’t repeat the past, there are
those rare moments in life when we find ourselves subliminally connected to our
past selves and suddenly (and just as magically), we wholeheartedly experience the palpability of our sacred timeline. One such moment took Gustav Rosén, co founder and Head of Design of Kord, by surprise during the initial stages of developing the Swedish design brand’s introductory product, the Cuboid:

“Right when the first draft was ready, I remembered a candle holder in solid aluminium I made over 10 years ago. Just like the Cuboid, it can be placed in different positions. But the funny coincidence was that it had exactly the same dimensions as the Cuboid. Even the diameter and the placement of the hole for the tealight is the same. So, I dug out the candle holder, took a look at it and felt that yes, this might be the first product. And then the other team members agreed.”

Whether labeled as serendipitous, pure coincidence or neither,
it felt like they were on the right track. And they were. Making their dazzling
debut during Stockholm Design Week 2025, Kord’s Cuboid and Cuboid+ are the world’s smallest power strips featuring three to four outlets, a two-meter cable, and,in the case of Cuboid+, USB-C ports….

Rosén alludes to “sorting the concept into two separate mood boards”: an elegant and minimalist one and one that explored more extravagant and sculptural visuals. Traces of both can be detected within the product assortment they chose to launch with. After having “literally seen every picture on the entire internet of existing power strips,” he explored and got to know all possible technical aspects “and built up a
library of components like sockets, jacks and earth pins that I reused when
testing the over 35 different concepts”. Then when Stockholm’s Royal Institute
of Technology graduate tried to find a minimal geometry and assemble the
components without material collisions, he discovered the formula of what would
become the Cuboid:

“The asymmetrical placement of the holes is therefore an
interplay between the technical constraints and at the same time gives the
product character and was immediately appealing to me. So it is the result of a
holistic understanding of the ultimate limits of geometric and technical
constraints, functionality and aesthetics.”