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Frame July - August 2019

Frame is a bi-monthly magazine dedicated to the design of interiors and products. It offers a stunning, global selection of shops, hospitality venues, workplaces, exhibitions and residences on more than 224 pages. Well-written articles accompanied by a wealth of high-quality photographs, sketches and drawings make the magazine an indispensable source of inspiration for designers as well as for all those involved in other creative disciplines.

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Frame Publishers
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last words

For the first time in 20 years, we’ve had to make an issue of Frame without our beloved translator and copy editor Donna de Vries-Hermansader. She was diagnosed with cancer four years ago. After a short period of uncertainty she made up her mind to fight for her life. In the time she had left, she continued to do what she’d been doing for us since the late 1990s: translating texts from Dutch into English and polishing the original English contributions of Japanese, German and French authors until they, too, could pass for those of native English speakers. At the beginning of our collaboration we gave her only one assignment: feel free to represent the intentions of authors as best you can. This is not the same thing as translating texts…

from checkout to check-in

Catching the attention of consumers is one of the biggest challenges retailers face. After all, the shop is now only one among many places where transactions take place. But it does offer people the opportunity to see, feel and to some extent try out products. Shops are increasingly becoming providers of experiences. Displays are getting quirkier, scents and sound abound, in-store events reach out to communities. Retailers spare no trouble or expense to create a memorable experience. But how can you hold people’s attention longer than the time it takes them to walk around the shop? Better still, how can you turn attention into brand loyalty? Or even more important, how can you transform paying attention into paying for purchases? An increasing number of consumer brands is finding the answers to…


American by accent, Chilean by birth and British by persuasion’, journalist and content strategist DANIELA WALKER splits her time between London and Westcliff-on-Sea. Although she reports on innovation and trends across a wide range of sectors, her area of expertise is in all things food and drink. Walker spent five years at the Future Laboratory, where she was the editor of trend-forecasting platform LS:N Global. Her work has appeared in publications including Wired UK, Monocle, Vice and Riposte. On page 136, she investigates why out-of-category brands are now entering the hospitality market. Australian-Spanish freelance writer, editor and consultant SUZANNE WALES specializes in design, architecture and creativity. Based in Barcelona for over 20 years – a city she says ‘never ceases to astound her’ – Wales has written and consulted for many…

stefan diez makes furniture family-proof

FURNITURE – Daily life takes its toll on home interiors. From wear-and-tear caused by rambunctious tots to wayward wine spills during birthday parties, furniture can age fast. So with sustainability in mind, designer Stefan Diez wondered if there was a way to make pieces more family-friendly and enduring. That’s how Costume, a modular sofa system for Magis, came into being. Costume’s name is quite literal: the key component is a dressable 4-mm-thin structure made from recycled – and recyclable – polypropylene. Cloaked in colourful, rich fabrics, the well-built seating doesn’t look modular. But when life and its inevitable stains happen? A user can quickly change the sofa’s ‘costume’ by way of elastic loops cleverly hooked into the bottom; integrated and refined details give the dress a tight fit. The system consists of…

for nike, the future of the virtual store is niche

COMMERCE – Logic follows that e-commerce is all about access. Consumers can beat a path to purchase your products whenever and wherever. But when e-commerce evolves into v-commerce, that appears to not necessarily be the case, at least not for Nike. For the recent launch of their Air Max 720 sneaker, the sports apparel brand created a virtual store that was, indeed, open to all. To be eligible to obtain any of the limited-edition merchandise, however, you had to enter an order number from a previous purchase of the 720s. Only then would the range of footballs, utility vests, water bottles and socks become shoppable. The experience demonstrates one way of transferring ‘drop culture’ – in which customers have to prove their fealty to a brand by turning up at the…

together, not against: philippe starck collaborates with ai on a pioneering chair

MANUFACTURING – Philippe Starck doesn’t own a computer. Still, that didn’t stop him from being the visionary behind (purportedly) the world’s first commercial design object conceived by artificial intelligence. Working with generative software from CAD software giant Autodesk, the French designer produced a ground-breaking chair for Italian furniture company Kartell. According to Starck, he, Kartell and Autodesk tasked the algorithm with working out how best to accommodate the human form while using the least amount of material. They fed certain information – like the intended shape and technical parameters chair of the injection moulding process – to the program. Then, the collaborators stood by as the feedback renders eventually morphed into the final piece, the A.I. chair. It’s worth noting that many of the program’s early prototypes looked far beyond what’d ever…