FX Awards 2014 – the winners
Retail Space
Winner: Shop O2 / Frame Store by i29 Interior Architects
Photo: Ewout Huibers
The Frame Store offers a three-dimensional experience of Frame interior design magazine - a creative and innovative universe that surprises and inspires. 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 Amsterdam canalside store is just as inspiring as its innovative products. The monumentality of Zuilenzaal (the Hall of Columns in an 18th-century building) - 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 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 its magazine. Products are presented on series of single platforms with mirrored sides and black tops with integrated black frames. The surfaces and products seam to float through space. Two larger mirrored structures contain fitting rooms, a small art gallery and stairs that offer a different perspective for the visitors climbing them, and a surreal image for the other visitors to the shop looking only at the top half of these climbers. The contradiction in this minimal and modest intervention is that the volumes are absorbed into the existing space and seem to disappear. At the same time they add extreme sharpness and make the experience of the existing space more intense than before.
The judges said:
'The 02 shop connects us with the past in a contemporary and minimal way'
'A very innovative curation
