THE FRAME SHOP

Information and pictures courtesy of: i29’s interior designers and architects In the two separate retail spaces built by i29 interior architects in Amsterdam, fashion, art, and design coexist with media, beauty, and cuisine. Both retail locations are located in Amsterdam. The magnificent Felix Meritus mansion in Amsterdam, located at 324 Keizersgracht, was given a fresh lease of life on April 17 with the launch of a new creative platform there. The area is supported by two shop rooms that showcase fashion and design, each of which has been uniquely created, and is intended to hold a variety of events and exhibits that are organized by frame publishers as well as the Foam Photography Museum in Amsterdam. The frame shop provides a three-dimensional experience of the magazine, which is both creative and inventive, and it both surprises and inspires customers. This is accomplished by maximizing synergies in the fashion and design industries. The World of Frame demonstrates what can be accomplished with outstanding design and is a celebration of beauty, usefulness, and accessibility via enduring goods. Its primary objective is to showcase new talents, new products, and new businesses from a variety of industries. The canal-side shop’s atmosphere is every bit as stimulating as the store’s forward-thinking wares, and vice versa. The intervention by i29 has contributed to an increase in the monumentality of Zuilenzaal, which is already an attraction in and of itself. The illustrious designers, who won several awards, elevated and reflected the space’s grandiosity by turning it into a cosmos of mirrors. According to i29, the extensive use of mirrors throughout the massive space is a reflection of time and history as well as an examination of the contrast between the present and the past. In addition to this, it reflects the function that frame plays in the architectural world, interior design, and the items that it publishes in its magazine. The items are displayed on a succession of single platforms that each have mirrored sides, black top surfaces, and black frames built into them. It seems as if the surfaces and items are floating across space. The objective was to create a dreamlike universe that showcased the items without detracting from the brilliance of the magnificent setting. Two bigger mirrored items house changing rooms, a small art gallery, and stairs. These steps provide a unique vantage point for customers who ascend them, while also creating a strange picture for customers who are only able to see the upper halves of other customers. The volumes are swallowed up by the preexisting space, and they then seem to vanish thereafter; this is the apparent contradiction that this minimum and modest intervention presents. At the same time, they are adding an extreme sharpness to the experience, making it more intense than it has ever been previously in relation to the present area. Please visit globalhop.indiaartndesign.com in order to see the photographs.

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