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New Frame work: Magazine comes to life in pop-up space

By Daniela Walker and Thomas Rees 16 : 05 : 2014 Future Media Landscapes : Convergence : Amsterdam

Amsterdam – Design magazine Frame is inviting people to see it in 3D at its pop-up shop at Felix & Foam, Amsterdam’s temporary cultural festival curated by Foam photography museum at the Felix Meritis building, the European Centre for Arts, Culture and Science.

Pop-up shop by Frame at Felix & Foam

Pop-up shop by Frame at Felix & Foam

Pop-up shop by Frame at Felix & Foam

Pop-up shop by Frame at Felix & Foam

Pop-up shop by Frame at Felix & Foam

The Felix & Foam store is part of Foam’s six-month residency at the historic Felix Meritis building, which will include cultural events, workshops and exhibitions curated by Foam and Frame. The pop-up shop, which covers two floors of the 18th-century heritage building, is designed to reflect Frame’s aesthetic-led ethos, providing a showcase for inspiring designers and products.

The space, designed by Dutch studio i29, is intended to be a mirrored universe, using reflective surfaces to create a sensory shopping experience that is more like visiting a gallery than a shop. The merging of the publishing, retail and art worlds is a sign of The Convergence Economy.

For more on the creative use of mirrors in spatial design, read our Seed on a fashion exhibition at Museu do Design e da Moda in Portugal.

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