i29 recently designed two retail spaces for Dutch design magazine Frame. Located inside the 18th century Felix Meritis building, in Amsterdam, the new Frame Store offers a three-dimensional experience of the magazine – a creative and innovative universe that surprises and inspires.
The world of Frame shows what good design can do, and is a celebration of beauty, functionality and accessibility through timeless products.
The Frame Store will have a focus on fashion and design, and will showcase new products and brands from fashion, art, design, media, beauty and even food. The goal of the designers was to create a surreal world inside the monumental building, without interfering with its historical background.
The award winning interior architects transformed the space through the use of multiple mirrors that play on the idea of ‘reflection of time and history; the old versus the new’. “Furthermore it represents Frame’s role reflecting on architecture, interiors and products as published in its magazine”.
A series of single platforms with mirrored sides and black to surfaces and black frames were used to showcase the products, making them seem as floating throughout the space. Two larger mirrors were used to conceal the fitting rooms and a small art gallery.
The stairs offer a different perspective for the visitors climbing them, and a surreal image for the other visitors in the shop looking from below.
The contradiction of this minimal and modest intervention, is that the volumes are absorbed in the existing space and seem to dissapear. At the same time they are adding extreme sharpness and intensify the experience of the existing space even more than before.
*All images and information courtesy of i29 interior architects.