The Frame store for Foam Amsterdam and Frame magazine by i29
The secret of impressive retail and events space in Amsterdam
Recently openend is the Frame store a new creative centre in the heart of Amsterdam. a Interesting concept in the 9 streets district. Developed by Foam Photography Museum Amsterdam and is half of a collaboration with Frame magazine, that has resulted in a new life for the Felix Merti building. Dutch interior design firm, i29 devised the interiors of a historical buildings. And functions as an events and exhibitions venue spanning the fields of art, design and fashion, with food and media also on the cards.
Frame Publishers joined forces with Foam Photography Museum Amsterdam. Between events the Frame Store will stage new talents, new products and new brands from various genres. And host numerous events and even exhibitions organized by both Frame Publishers and FOAM Photography Museum Amsterdam. The project communicates the brand, – Frame magazine – as the messenger of new trends and styles and on the other the eternal tensions between old and new.
For this project i29 Architects created a 3D-experience of Frame’s vision on interior. The interior design has set up a narrative plot with references everywhere, measured by the strategic positioning of the mirrors, just like a classic magician’s illusion. Without this taking away from the fine architecture.