Location: Amsterdam, Netherlands
Project Year: 2016
Photo: Ewout Huibers

Retail store design The Frame by i29 interior architects Sundeno_01

Frame Publishers and Foam Photography Museum Amsterdam joined forces for the creative center in a Felix Meritis historic building. The new creative platform has opened its doors, reviving the monumental residence of Felix Meritis on 324 Keizersgracht in Amsterdam. The space will host numerous events and exhibitions organized by the Frame and Foam. Along with the events, Frame and Foam created two retail spaces – developed by i29 interior architects – with an emphasis on fashion and design.

The Frame Store offers a three-dimensional experience of the magazine – a creative and innovative world that surprises and inspires. The world of The Frame shows what good design can do, and this is a celebration of beauty, functionality and accessibility through timeless products. The Frame Store exposes new talents, new products and new brands from a variety of genres. Fashion, art & design to sit next to the media, beauty and food.

The interior of the canal-side store is just as inspiring as its innovative products. Monumentality Zuilenzaal – attracting to itself – has been increased through the intervention i29 interior architects. The transformation of the space in the mirror universe.

For the i29, the multiple use of mirrors around the monumental space is a reflection of the time and history; the old against the new. In addition, it is the role of the Frame, reflected in the architecture, interiors and products, published in its journal. Products are presented in a series of single platform with mirrored sides and black top surfaces with built-in black frames. The goal was to create a surreal world with reflecting elements which represent the products, without compromising the quality of the monumental environment.

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