i29 interior architects exactly where asked to style the a second retail shop for Frame Magazine in Amsterdam, The Netherlands. i29 proposed a radical concept two shops in one particular, two contradictory experiences in 1 space. One white and rectangular installation versus 1 black and diagonal. A white museological experience apposing a black shop expertise complete of products. Frame store operates 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 capable to modify the retailer identity totally was the main concentrate.
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 very easily replaceable. Customized 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 totally transform the environment. Read More
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