The new Frame Store, born of a collaboration between the Foam Photography Museum and the publishers of Dutch interior design magazine Frame, reminds us why online shopping will never quite replicate the pleasure of browsing the racks in a brick-and-mortar shop. The six-month-long pop-up recently opened recently in Amsterdam's Felix Meritis building, a grand, 18th-century historical center for art and culture, to showcase the design objects, fashion, and food that typically fill the magazine's pages. Think: a perfectly curated array of goods from brands like Moooi, Vitra, Artek, Rivieras, and Stampd.
Dutch interior design studio i29 retrofitted the Felix Meritis with a clever, contemporary take on a hall of mirrors with reflective platforms, tables, and temporary walls that serves as both a store and place for shoppers to meet, relax, and peruse the wares and objects on display (and that can also be easily broken down and carted away when the store's six-month residency comes to end this fall).
According to Frame, the 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." We've shopped in some amazing spaces before, ones that are almost as beautiful as the products they carry, and the Frame Store is definitely on that level—at least for a short time, we're being treated to the best reminder.
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