Earlier this year i29 interior architects have revealed a temporary store for Frame Magazine that was transformed into a mirrored universe to reflect and intensify the grandeur of the space. The design studio was asked again to design the retail space in a new location at Herengracht 178, Amsterdam. The new space couldn’t be more different than the first location, a serene white space with bold graphics that offers a unique sensory experience.
The interior speaks a totally different language (then the first store) because the interior space is so different. Conceptually, however, I think it’s at least as strong.
– Robert Thiemann, director Frame Magazine
The new store should once again offer a three-dimensional experience of the magazine – a creative and innovative universe that surprises and inspires. Working with a completely different context than the first store, i29 proposed a radical concept, two shops in one, two contradictory experiences in one space.
i29 incorporated two different installations that define the space, one white and rectangular and one black and diagonal. i29 describes the concept as a ‘white museological experience apposing a black shop experience full of products’.
Frame store works in the intersection between art, design, architecture and fashion. The interior design is based on the changeability of such a diverse shop. Flexibility and being able to change the store identity completely was our main focus.
As you walk into the store you experience an installation of white panels and black frames floating as white canvas in the all white space. All front panels are easily interchangeable, allowing for the store to be personalized with various thematic presentations.
The design incorporates bold text and graphic art linking back to the magazine’s origins, while giving artists the opportunity to be invited by FRAME Magazine to completely transform the environment.
Looking from back to front, the shop offers a totally different experience; triangular shaped display boards in black stained wood show the actual products behind the front panels. The contrast of these two worlds within one shop surprises. In order to enlarge and amplify this contrast, all choices made are contradictory: black versus white, square vs triangular and empty vs full.
During the opening party, conceptual artist Niek Pulles presented a series of masks called Future tribes. Detailed portraits of these artworks where also displayed at the front panels. Also the graphic opening installation ‘NEW’ was displayed over several panels playing with the multi dimensionality. Both presentations clearly show the impact and possibilities of the approach combining 2d and 3d presentation in one store.
Client: Frame Publishers
Design: i29 interior architects
Photos: Ewout Huibers
Materials: white spray painted MDF, metal frames, black stained wood panels
Furniture manufacturer: Brandwacht & Meijer
*All images and information courtesy of i29 interior architects.