In the realm of design, serendipity often plays an unexpected role, revealing connections between past and present. For Gustav Rosén, co-founder and Head of Design at Kord, this moment came when developing the Cuboid, a power strip that would mark the debut of the Swedish design brand. During the initial stages, Rosén recalled a candle holder he designed over a decade ago. Astonishingly, it shared the same dimensions as the Cuboid—same measurements, same hole diameter. This coincidence felt almost magical, as though the past was guiding the present. Recognizing this serendipitous alignment, Rosén and his team embraced it, believing it was a sign they were on the right track. And they were.
The Cuboid made its dazzling debut during Stockholm Design Week 2025, redefining the humble power strip with its elegant design and groundbreaking functionality. As the world’s smallest power strip with three to four outlets, a two-meter cable, and USB-C ports in the case of the Cuboid+, it was a bold statement in minimalist design. Rosén’s inspiration came from Scandinavian design traditions, blending functionality with sustainability and aesthetics. His process involved creating two mood boards: one minimalist and elegant, the other more extravagant and sculptural. These boards laid the foundation for a product that would balance form and function. After exhaustive research into existing power strips and technical components, Rosén discovered the Cuboid’s defining feature: an asymmetrical placement of holes. This design, born from technical constraints, gave the product both character and functionality. It was a testament toRosén’s holistic understanding of design’s limits and possibilities.
Kord’s journey began with a simple yet profound idea: everyday objects deserve better design. Christian Resell, co-founder of Kord, identified a gap in the market for power strips that were both functional and beautiful. Teaming up with Kristian Holmström, a fellow entrepreneur, and bringing in Rosén, the trio set out to redefine the power strip. Emil Steenhouwer joined later, contributing expertise in office and public spaces, ensuring the Cuboid’s versatility. As the product neared completion, David Lindell came on board as CEO, ready to bring Kord to market.
The Cuboid’s development was far from straightforward. Resell and Holmström recount the pivotal moment when a 100-person focus group provided insights that shaped the final design. The team prioritized creating the best product possible, refusing to compromise for profit. The result was a power strip that felt both playful and distinct, its asymmetric outlets giving it a unique presence. The Cuboid was made with 50% recycled materials, reflecting Kord’s commitment to sustainability. It was a product that didn’t just blend into the background but stood out, challenging the notion that utility and beauty couldn’t coexist.
The Cuboid’s design extended beyond functionality. It could be mounted on a wall with a depth of just 48 mm, thanks to discreet flanges that kept it securely in place. It also came with a double-sided tape for easy mounting. The product seamlessly integrated with Hidy, a cable management solution made of recycled stainless steel, and could be transformed into a sculptural object with the Cumulus Case. These accessories, along with the ability to stack two Cuboids together, showcased the product’s versatility. The team wanted the Cuboid to be more than just a power strip—it was a statement piece that could stand the test of time.
Looking ahead, Kord’s vision is ambitious. The team aims to expand its portfolio of everyday essentials, applying the same philosophy of thoughtful design, functionality, and sustainability. They want to become a go-to brand for those who care about aesthetics and usability. The Cuboid is just the beginning, and the team is already thinking about redefining other overlooked products, like fire and smoke alarms. With a mischievous glint in his eye, Rosén remarks, “Fire and smoke alarms that you have at home are unnecessarily ugly. Aren’t they?” And with that, the creative collective behind Kord sets its sights on the future, ready to redefine what it means to live beautifully.
