Shop 03 is a minimalist interior located in The Netherlands, designed by i29. Having successfully opened a temporary store earlier this year, Frame Magazine decided to continue at a new location. i29 interior architects where asked again to design their retail environment. At Felix Meritis, the monumental ‘Zuilenzaal’ was transformed into a mirrored universe to reflect and intensify its grandeur. There could not have been more contrast with the new location at Herengracht 178, a serene completely white space.
Again, the Frame Store should offer a three-dimensional experience of the magazine – a creative and innovative universe that surprises and inspires. Working within a totally different context, i29 interior architects proposed a radical concept; two shops in one, two contradictory experiences in one space. One white and rectangular installation versus one black and diagonal; A white museological experience apposing a black shop experience full of products. Frame store works in the intersection between art, design, architecture and fashion. The interior design is based on the changeability of such a diverse shop. Flexibility and being able to change the store identity completely was our main focus.