About Us




The Story (So Far)

The magnaframe concept was conceived by brand architect Daniel Yadgard. Daniel has been working with outside brands for more than 20 years and helping develop and build them in the US market. 

When Daniel’s company (The Foundation) started working with Polaroid back in 2016 his love for photography was once again reinvigorated and he was really enjoying capturing moments on instant film and sharing the experience with his two young children. A couple months in this ultimately ended up resulting in a stack of photos with no real solution on how to display them in a manner he felt was acceptable. To solve this challenge, the magnaframe was born.

 After much work, magnaframe was launched with great acclaim in December 2017 at The Museum of Modern Art (MoMA). Since then Daniel has been constantly impressed with how people use their magnaframes and loves to watch his two young children, who were born into a digital only world, organize and choose family photos to place in their personal magnaframe wall.

The magnaframe system brought a new appreciation and engagement of photography to my children’s world to the point where they merchandise the system and decide which pictures are worthy of making our photo wall. This is the type of physical engagement we lose when our photos are only stored on our phones or online. We look forward to bringing the joy of photos back into your life as well” – Daniel Yadgard


The Product

magnaframe (patent pending) Magnaframe is a unique picture frame system that allows you to curate your very own photo gallery-- at home, at the office and just about anywhere you have a wall.

Simply affix a magnetic ‘Main Frame’ to the wall with the provided 2 screws then build out by adding up to an additional 5 frames- in any orientation, and yes, your Main Frame can handle it.

Capturing moments through photographs is more accessible today than it’s ever been, and the ways in which we display those photos continues to evolve.

We Free Your Photos

Creating a gallery of pictures at home has never been more popular. However, creating one is expensive and complicated. Big Frames, Expensive costs of blowing up pictures and many headaches caused by measuring tapes and levels. We wanted to create something easier and more accessible that people could continue to build on. 

 With all of those moments being captured, we’ve created an innovative, tangible, and beautiful way to share them, we call it magnaframe.

Why Magnaframe is great for Instant Photography: Instant film photography is making a huge comeback led by the likes of Polaroid and Fuji. These beautiful pictures truly are pieces of art having been created from a negative getting exposed to light and then developing through a chemical reaction ... it truly is magic! The options on the market to frame these creations are minimal and relatively cheap in quality; we wanted to make something that provided the pictures the home they deserve. Something better than pushpins and clothes pegs.

Why Magnaframe is great for Digital Photography: 1 Trillion !! How many zero's is that anyways? That is how many digital pictures we take every year on our smartphones. Instagram and Facebook are fantastic places for us to share these pictures and build a gallery for our friends and family to see. However that world just moves too fast! We post pictures daily, we collect our "likes" and our "comments" and then it's gone. How often do we actually go back to look at these pictures again? We take our Instagram feed so seriously and we curate it so perfectly ... it's time we started pulling our favorites and curating a feed directly onto our wall at home. Something we can enjoy on a daily basis. 




New York, NY, 10018