ArchShowcase 
Sumit Singhal
Sumit Singhal loves modern architecture. He comes from a family of builders who have built more than 20 projects in the last ten years near Delhi in India. He has recently started writing about the architectural projects that catch his imagination. Shop 03 – Frame store in Herengracht by i29 interior architectsNovember 25th, 2014 by Sumit Singhal
Article source: i29 interior 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.  Image Courtesy © Ewout Huibers
 Image Courtesy © Ewout Huibers 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.  Image Courtesy © Ewout Huibers 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.  Image Courtesy © Ewout Huibers 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. During the opening party, conceptual artist Niek Pulles presented a series of masks called Future tribes. Detailed portraits of these artworks where showed at the front panels. Also the graphic 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.  Image Courtesy © Ewout Huibers 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.  Image Courtesy © Ewout Huibers Profile: 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!  Image Courtesy © Ewout Huibers 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. We’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.  Image Courtesy © Ewout Huibers About: i29 | interior architects is the collective noun, within this collective Jaspar Jansen (1970) and Jeroen Dellensen (1972) are like one. They don’t wear the same clothes like twins do, but do finish each other’s sentences. They form a true duo. Their collaboration is a constant dialogue in between both their personalities and shared endeavour for creativity.  Image Courtesy © Ewout Huibers In 2003 some of the first interior projects; photo agency POE and a fair stand for Vuurwerk, where nominated for the Dutch Design Awards as well as the Rotterdam Design Award. In both projects the interior design was based on custom made furniture objects which defined the space with their own appearance and function. When secondary school ‘CalandLyceum’ asked them to design the interior of all public spaces. The result was a custom made interior including all furniture. The project got awarded as best interior design of the year in 2005, DDA. This was the beginning of several other public interior projects, such as the design for schools 02/03 and offices 00/03, next to their work for private clients.  Image Courtesy © Ewout Huibers In 2009 advertising agency Gummo asked to design their new office. Born from a low budget and temporary location briefing, i29 presented the ‘recycled office’. Due to the nature of the project it would be a waste in many ways to make a completely new interior. The outcome was an ‘eco friendly design’, made from second hand furniture. This same year the interior for public school ‘Panta Rhei’ was finished. i29 proposed a completely black and beige interior with integrated poetry within the architecture. This school and the recycled office where nominated for several national and international awards such as LAI awards and The Great Indoors Awards. Therefore, i29 was also nominated for best interior design office of the year 2009. Early 2010 the studio was awarded with the Bathroom Design Awards for home 06, where a lively plantwall was integrated into the bathroom interior of an Amsterdam residence.  Image Courtesy © Ewout Huibers Today, i29 | interior architects works on all kind of projects. In collaboration with other architects, for their own clients and spontaneously as experimental activity within the studio. Jaspar Jansen and Jeroen Dellensen work in a very personal, human way. They give life to unexpected ideas, and to the content of their work by having great interest in the people they work with.  Image Courtesy © Ewout Huibers “We do not style what is there. What literally try to do is to design the space; the stuff that is not physically there. And we can only do this by designing the physical material. It is a different approach which leads to surprising results. We try to look at it as a composition in music. As in music the silence is essential to the music itself. It is the same way with space. We work with structures and rhythms in an elementary and almost abstract way”.  Image Courtesy © Ewout Huibers More info: jury rapport The Great Indoors Award 2009 / interior design firm of the year: “The fact that this firm has been nominated twice before, in the categories Concentrate & Collaborate and Serve & Facilitate, illustrates the convincing power of the projects of i29 Interior Architects. In the jury’s eyes, this firm shows how capable it is of linking architectonic components with intensive studies of surfaces that gain maximum impact through the use of a colour or typography. This firm represents a method in which architecture and interior architecture come together in a model combination”.  Image Courtesy © Ewout Huibers Jury rapport The Great Indoors Award 2009 / concentrate collaborate: (office 03) “Temporality and sustainability are concepts difficult to reconcile. This is an observation that certainly holds true for the interior, and raises an important question for the future, given that many interiors do not last longer than five years. This design for a temporary office seems to have formulated an answer to the call for identity and the demand for sustainability. With this simple manoeuvre, by which all individual elements are connected by the colour black and a simple zoning system, i29 Interior Architects formulates an intriguing answer to this demand, and presents an outstanding case study”.  Image Courtesy © Ewout Huibers Jury rapport The Great Indoors Award 2009 / Serve&Facilitate: (school 03) After years of disqualification based on typology, suddenly the school seems to be once again the focal point of interest of architects and interior designers. The level of interest has led to an interior architecture that revisits the interface of optimum education and an optimal spatial environment. The jury was deeply impressed by this project by i29 interior Architects and Snelder Architects, in which they see an extraordinarily mature touch that articulates a variety of spaces in a remarkably focused way. But at the same time, the interior manoeuvres used in this project demonstrated a focused specificity in both the unique furniture designs and the service of the school’s educational mission. The jury appreciates the way in which every aspect of the interior design was approached to produce a clear image vocabulary.  Image Courtesy © i29 interior architects  Image Courtesy © i29 interior architects  Image Courtesy © i29 interior architects
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