Shop 03
Ewout Huibers

Shop 03

i29 as Interior Architects

Having successfully opened a temporary store earlier this year, Frame Magazine decided to continue at a new location. i29 interior architects where asked again to design their retail environment. At Felix Meritis, the monumental 'Zuilenzaal' was transformed into a mirrored universe to reflect and intensify its grandeur. There could not have been more contrast with the new location at Herengracht 178, a serene completely white space.


Again, the Frame Store should offer a three-dimensional experience of the magazine – a creative and innovative universe that surprises and inspires. Working within a totally different context, i29 interior architects proposed a radical concept; two shops in one, two contradictory experiences in one space. One white and rectangular installation versus one black and diagonal; 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.


Seen from the front, an installation of white panels and black frames floats in the all white space. Hanging from walls, floors and ceiling these panels intend to function as a white canvas. The content of this ‘canvas’ can be changed as all front panels are easily replaceable. Personalized presentations on particular themes can be exposed. The use of text and graphic art linking back to the magazine’s origins. But also enabling artists to be invited by FRAME Magazine to completely make over 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 showed 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. The new Frame store again offers a sensory experience.


With only a few steps beyond the canal house's ground level entrance, a two-tone graphic spanning the height and length of an interior wall is exposed as a three dimensional installation. An optical illusion comprised of triangular compartments conceals stacks of magazines and racks of fashion. Illuminated pendant lamps suspended from the ceiling are shielded by the upper tier of the graphic. '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.

Project Credits
i29
Interior Architects
Product Spec Sheet

ElementBrand
Utzon LampJUI&Tradition
A330S, A331| Pendant lampArtek
Product Spec Sheet
Utzon LampJUI
A330S, A331| Pendant lamp
by Artek
Products Behind Projects
Product Spotlight
News
Snøhetta designs new extension for the world’s oldest ski museum in Oslo
28 Mar 2024 News
Snøhetta designs new extension for the world’s oldest ski museum in Oslo

Global transdisciplinary architecture and design practice Snøhetta has designed a new entranc... More

10 public buildings that demonstrate architectural applications of precast concrete
27 Mar 2024 Specification
10 public buildings that demonstrate architectural applications of precast concrete

Precast concrete is made by casting concrete in a reusable mold. These molds are made of various mat... More

Sameep Padora and Associates creates a flowing, organic art center in southern India
26 Mar 2024 News
Sameep Padora & Associates creates a flowing, organic art center in southern India

Mumbai-based Sameep Padora & Associates (sP+a) has completed Hampi Art Labs in Toranagallu, a vi... More

Introducing Partner Thermory AS
26 Mar 2024 Partner News
Introducing Partner Thermory AS

Thermory AS offers a diverse product range that includes durable exterior cladding, decking, interio... More

Brooklyn Tower by ShOP Architects showcases a unique materiality
25 Mar 2024 News
Brooklyn Tower by ShOP Architects showcases a unique materiality

Brooklyn Tower, standing an impressive ninety-three stories tall with a unique neo-deco crown, is al... More

Doriana Fuksas, Martin Lesjak, Li Xiang and Steven Wright join Archello Awards 2024 jury
25 Mar 2024 Archello Awards
Doriana Fuksas, Martin Lesjak, Li Xiang and Steven Wright join Archello Awards 2024 jury

Doriana Fuksas, Martin Lesjak, Li Xiang and Steven Wright have been announced as Archello Awards 202... More

Vurpas Architectes converts former brick and concrete market into light-filled primary school in Lyon
22 Mar 2024 News
Vurpas Architectes converts former brick and concrete market into light-filled primary school in Lyon

The Eugénie Brazier school project in Lyon, France, undertaken by regional architecture studi... More

Detail: Pleated facade geometry of Bonfiglioli HQ by Peter Pichler Architecture
21 Mar 2024 Detail
Detail: Pleated facade geometry of Bonfiglioli HQ by Peter Pichler Architecture

Designed by Peter Pichler Architecture, the new Bonfiglioli Headquarters is located in Calderara di... More