© Ewout Huibers

C.Ewout Huibe

架构师提供的文本描述。在今年早些时候成功地开设了一家临时商店后，“框架”杂志决定继续在一个新的地点营业。29名室内建筑师再次要求设计他们的零售环境。在费利克斯·梅里蒂斯，巨大的“祖伦佐”被改造成一个镜像的宇宙，以反映和强化它的壮丽。与赫伦格拉赫特178的新位置形成鲜明对比，这是一个宁静的完全空白的地方。

Text description provided by the architects. 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. 

 © Ewout Huibers

C.Ewout Huibe

同样，框架商店应该提供杂志的三维体验-一个令人惊讶和启发的创造性和创新的宇宙。在完全不同的背景下工作，i29室内建筑师提出了一个激进的概念；两个商店在一个空间中，两个相互矛盾的体验。

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. 

 © Ewout Huibers

C.Ewout Huibe

一种白色和长方形的安装与一条黑色和对角线的对比；一种白色的博物馆体验，赋予了一种充满产品的黑色商店的体验。框架商店在艺术、设计、建筑和时尚的交汇处工作。室内设计是基于这样一个多样化的商店的可变性。灵活性和能够完全改变商店的身份是我们的主要关注点。

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.

从正面看，白色面板和黑色框架的安装漂浮在所有的空白空间中。悬挂在墙壁、地板和天花板上的这些面板的功能就像一块白色的帆布。这个‘画布’的内容可以改变，因为所有的前面板都很容易更换。关于特定主题的个性化演示可以公开。文字和图形艺术的使用与杂志的起源联系在一起。同时也使艺术家们能够被“框架”杂志邀请去彻底改造环境。

Seen from the front, an installation of white panels and black frames floats in the all white space. Hanging from walls, floors and ceiling these panels intend to function as a white canvas. The content of this ‘canvas’ can be changed as all front panels are easily replaceable. Personalized presentations on particular themes can be exposed. The use of text and graphic art linking back to the magazine’s origins. But also enabling artists to be invited by Frame Magazine to completely make over the environment.

 © Ewout Huibers

C.Ewout Huibe

从后面往前看，商店提供了一种完全不同的体验；黑色木材的三角形展板显示了前面板后面的实际产品。这两个世界在一个商店的对比令人惊讶。为了扩大和放大这种对比，所有的选择都是矛盾的：黑与白，方与三角，空与满。

Looking from back to front, the shop offers a totally different experience; triangular shaped display boards in black stained wood show the actual products behind the front panels. The contrast of these two worlds within one shop surprises. In order to enlarge and amplify this contrast, all choices made are contradictory: black versus white, square vs triangular and empty vs full. 

 © Ewout Huibers

C.Ewout Huibe

在开幕式上，概念艺术家Niek Pulles展示了一系列名为“未来部落”的面具。详细的肖像这些艺术作品，其中也显示在前面的面板。此外，新的开放安装，新的显示在几个面板上发挥的多维。这两个演示清楚地显示了影响和可能性的方法结合2d和三维展示在一个商店。新的框架商店再次提供了一种感官体验。

During the opening party, conceptual artist Niek Pulles presented a series of masks called Future tribes. Detailed portraits of these artworks where also displayed at the front panels. Also the grafic opening installation ‚new’ was displayed over several panels playing with the multi dimensionality. Both presentations clearly show the impact and possibilities of the approach combining 2d and 3d presentation in one store. The new Frame store again offers a sensory experience.

 First Floor Plan

一层平面图

在运河屋的地面入口仅几步之遥，一个跨越内墙高度和长度的双色调图形就暴露在一个三维装置上。一种由三角隔间组成的视觉错觉，隐藏着成堆的杂志和时装衣架。悬挂在天花板上的照明吊灯由图形的上层屏蔽。“室内语言完全不同(然后是第一家商店)，因为室内空间太不一样了。不过，从概念上来说，我认为它至少也很强。”罗伯特·蒂曼，导演框架杂志。

With only a few steps beyond the canal house's ground level entrance, a two-tone graphic spanning the height and length of an interior wall is exposed as a three dimensional installation. An optical illusion comprised of triangular compartments conceals stacks of magazines and racks of fashion. Illuminated pendant lamps suspended from the ceiling are shielded by the upper tier of the graphic. 'The interior speaks a totally different language (then the first store) because the interior space is so different. Conceptually, however, I think it’s at least as strong.' Robert Thiemann, director Frame Magazine.

 © Ewout Huibers

C.Ewout Huibe

Architects i29 interior architects

Location Herengracht 178, 1016 BR Amsterdam, The Netherlands

Category Interiors Architecture

Photographs Ewout Huibers