Frame Publishers and Foam Photography Museum Amsterdam joined forces for a creative centre in the historic Felix Meritis building. A new creative platform has opened its doors, enlivening the monumental Felix Meritis residence at 324 Keizersgracht in Amsterdam. The space will host numerous events and exhibitions organized by both Frame and Foam. Alongside the events, Frame Publishers has created two retail spaces – designed by local outfit i29 – with a focus on fashion and design. The Frame 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. The Frame Store will stage new talents, new products and new brands from various genres. Fashion, art and design sit alongside media, beauty and food. The interior of the canal-side store is just as inspiring as its innovative products. The monumentality of Zuilenzaal – an attraction in itself – has been heightened through an intervention by i29 interior architects. Transforming the space into a mirrored universe, the award-winning designers elevate and reflect its grandeur. To i29, the multiple use of mirrors throughout the monumental space stands for reflection of time and history; the old versus the new. Furthermore it represents Frame’s role reflecting on architecture, interiors and products as published in it’s magazine. Products are presented on series of single platforms with mirrored sides and black top surfaces with integrated black frames. The surfaces and products seam to float through space. The goal was to create a surreal world of reflecting elements presenting the products without interfering with the quality of the monumental environment.
We are i29 l interior architects, a creative and versatile interior design studio. Our aim is to create intelligent designs and striking images. Space is the leitmotiv, the result always clear, with a keen eye for detail. Our approach is practical yet based on strong ideas articulated in clear concepts. We try to get to the core of things but keep it looking simple. Our clients are open minded and involved. It is most important to us to enjoy the process together and to get everything out of it! We are not alone in our voyage. In a short period of time many projects have been realized for a wide variety of clients, both private and business. Weâ€™ve been nominated and won several awards like the Rotterdam Design Award, Dutch design awards, LAI awards and The Great Indoors award. We won the Dutch Design Prize for best interior design and The Great Indoors Award for best office design. Projects have been published in (inter) national magazines and books. Our core team of designers, extended by a growing network of specialists work closely together to create interesting and unexpected ideas.