Frame Store; where fashion meets design

Monumental residence Felix Mertis in Amsterdam is given a new life: Frame Store. Frame Magazine is translated in an actual retail store where fashion meets design. i29 Architects created a 3D-experience of Frame’s vision on interior, product design, fashion and architecture. The Frame Store’s space will host numerous events and even exhibitions organized by both Frame Publishers and FOAM Photography Museum Amsterdam.

The creative platform has opened on April 17 at 324 Keizersgracht in Amsterdam and will surprise and inspire visitors. Between events the Frame Store will stage new talents, new products and new brands from various genres. The space if filled with mirrors which reflects the old and new. The surfaces and products seem to float through space, due to the mirrored side platforms.

The goal of Frame Publishers: “Create a surreal world presenting the products without interfering with the quality of the monumental environment”. Well i29 surely succeeded!! I’m a huge fan of this space where old meets the new, fashion and design float together with art. My next visit to Amsterdam will include a visit to the Frame Store.

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Frame Store is a surreal world presenting the products without interfering with the quality of the monumental environment

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Have a lovely inspired and innovative weekend!

Images via Archiscene
More amazing work by i29 Architects 

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