Frame Store pop-up shop Amsterdam by i29 architects

Following a successful run as a pop-up shop, the award-winning Frame store has moved to its second location in Amsterdam.

After a six month stint inside the Felix Meritis building, the Frame store's award-winning interior of mirrored partitions, endless columns and hovering planes designed by i29 architects was dismantled and removed without leaving behind a trace. Although conceived to be a temporary outfit, the Frame store's flame was still alive and all that was missing was the next torch.

I learned that it’s true what they say about retail: the final principle is location, location, location,' said Robert Thiemann, Frame's editor in chief. 'The Herengracht location is similar when it comes to the location: the store sits in a beautiful, typical Amsterdam canal house around the corner of a shopping street.' Just over the bridge and up the canal on the adjacent Herengracht, the new Frame store has another set of tricks up its sleeve. Instead of (smokes and) mirrors, i29's second Frame store interior reveals its hand to the curious shopper.

With only a few steps beyond the canal house's ground level entrance, a two-tone graphic spanning the height and length of an interior wall is exposed as a three dimensional installation. An optical illusion comprised of triangular compartments conceals stacks of magazines and racks of fashion. Illuminated pendant lamps suspended from the ceiling are shielded by the upper tier of the graphic.

'The interior speaks a totally different language because the interior space is so different. Conceptually, however, I think it’s at least as strong.' says Thiemann. The store continues its mission to make beautiful design accessible with an emphasis on objects for the home as well as the body, all hand-selected by Frame.