Shop 02 – Frame store / i29

Shop 02 - frame store / i29

Frame Publishers and Foam Photography Museum Amsterdam joined forces for a creative centre in the historic Felix Meritis building.

A new creative platform has opened its doors, enlivening the monumental Felix Meritis residence at 324 Keizersgracht in Amsterdam. The space will host numerous events and exhibitions organized by both Frame and Foam. Alongside the events, Frame Publishers has created two retail spaces – designed by local outfit i29 – with a focus on fashion and design.

Shop 02 - frame store / i29

The 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 stage new talents, new products and new brands from various genres. Fashion, art and design sit alongside media, beauty and food.

Shop 02 - frame store / i29

The interior of the canal-side store is just as inspiring as its innovative products. The monumentality of Zuilenzaal – an attraction in itself – has been heightened through an intervention by i29 interior architects. Transforming the space into a mirrored universe, the award-winning designers elevate and reflect its grandeur.

Shop 02 - frame store / i29

To i29, the multiple use of mirrors throughout the monumental space stands for 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 it’s magazine. Products are presented on series of single platforms with mirrored sides and black top surfaces with integrated black frames. The surfaces and products seam to float through space. The goal was to create a surreal world of reflecting elements presenting the products without interfering with the quality of the monumental environment.

Shop 02 - frame store / i29

Two larger mirrored objects contain fitting rooms, a small art gallery and stairs that offer a different perspective for the visitors climbing them, and a surreal image for the other visitors in the shop looking only at the top half of these personages. The contradiction of this minimal and modest intervention, is that the volumes are absorbed in the existing space and seem to disappear. At the same time they are adding extreme sharpness and intensify the experience of the existing space even more than before.

Project Details:
Location: Amsterdam, The Netherlands
Type: Cultural
Architects: i29 – www.i29.nl

Aline Chahine
Aline is an international licensed architect currently practicing in Canada, she is the reason you are reading this right now, Aline founded the platform back in 2008 shaping the very foundation of Architecture Lab, her exemplary content curation process that defines the online magazine today.
Aline Chahine
Aline Chahine
Aline is an international licensed architect currently practicing in Canada, she is the reason you are reading this right now, Aline founded the platform back in 2008 shaping the very foundation of Architecture Lab, her exemplary content curation process that defines the online magazine today. Highlights Aline founded Architecture Lab in 2008 Lead editor of dan | dailyarchnews since 2019 Founded and Creative Director of DesignRaid Licensed architect with creative sales and marketing experience Experience As full-fledged architect, Aline's background involved a great deal of research that lead to the creation of Architecture Lab as an online database of exemplary design. Her experience snowballed into founding two architecture platforms, Architecture Lab and DesignRaid. Education Aline received USEK’s Master of Architecture in 2004 and BA in English from the University of Toronto
TITLE | Founder of Architecture Lab
About Architecture Lab Architecture Lab is a MKR.S Media brand, a website devoted to extraordinary design and aesthetics aiming to promote exceptional aesthetic values and sustainable design in all it's shapes and sizes. Learn more about us and our editorial process and feel free to contact us if you would like to see something in particular on the website, our certified experts will get back to you with the most trustworthy advice as soon as possible. Read all articles by Aline | Follow her on LinkedIn

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