Maybe you are aware of the FRAME concept store in Amsterdam? FRAME Publishers took over two floors in Felix Meritis on the Keizersgracht and they sold fashion, design, books and more things they absolutely adore. It was a temporary project which closed in October and because it was such a success they decided to open a new store.
Also on a beautiful canal, but now on the Herengracht. They asked the architects of i29 to take care of the interior again with in mind that the visitors feel like they are in a three dimensional magazine. The architects decided to do something completely different and proposed a radical concept: two shops in one. At first you see the white space (they call it the museological experience) but if you look behind it you will find the shop in black. The white walls and panels can be replaced: they can use text and graphic art on it for example. Just like at Felix Meritis FRAME will invite artists, designers and other creatives for exhibitions and conversations. I love it and will definitely recommend you to go there. Not only for the interior, but also because you can find great Christmas presents for your design friends and family here. Let’s go!
Source: Petite Passport