{Sometimes the best way to play up an interior with great architecture is to use less… in thi

{Sometimes the best way to play up an interior with great architecture is to use less… in this case, maybe even the illusion of not being there at all! I’d be one of those idiots bumping into those mirrored partitions.} Featuring fashion, magazines and books, furniture and lighting designs by Vitra, Moooi, Artek and Flos, alongside menswear brand Rivieras, Mismo bags and LA based brand Stampd, the “Felix&Frame” pop-up store was designed by Dutch interiors studio i29, a firm which has gained recognition for both its commercial and residential projects in the city. Housed in the Zuilenzaal, formerly the seat of Amsterdam’s Department of Commerce and Literature, the space provides an opulent backdrop with its 18th Century era columns and abundance of architectural details. Borrowing on the building’s value as a ‘monumental environment’, where reflection as a value is key, representing time and history and the old versus the new, i29 has magically transformed the space into a ‘mirrored universe’. Using large-scale mirrored objects, panels and units, each mirrored surface engages consumers to interact with the objects on sale.  Further design elements such as the block units play with scale and proportion -  some even appear to float, forcing visitors to further engage with the existing space that surrounds them, thus adding to the overall allure of the concept of the store.  -- source link
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