Staggered signage hides the contents of Amsterdam design shop by i29
The products on sale in this monochrome design shop by Dutch interiors studio i29 are concealed behind a fragmented sequence of signage panels that create an optical illusion (+ slideshow).
![Frame Store by i29](https://static.dezeen.com/uploads/2014/11/Future-Tribes-Frame-magazine-shop-by-i29_dezeen_468_2.jpg)
i29 created the Amsterdam shop, named Frame Store, for the retail arm of Dutch design publication Frame Magazine. The store sells a combination of art and design objects, magazines and clothing.
The local office wanted to offer "a three-dimensional experience of the magazine" for customers, so two tiers of white panels with black frames extend out from the walls of the simple white space.
![Frame Store by i29](https://static.dezeen.com/uploads/2014/11/Future-Tribes-Frame-magazine-shop-by-i29_dezeen_468_3.jpg)
From a spot on the shop floor, black markings on the white panels align to form the word "NEW."
![Frame Store by i29](https://static.dezeen.com/uploads/2014/11/Future-Tribes-Frame-magazine-shop-by-i29_dezeen_468_14.jpg)
Shop merchandise is hidden on triangular shelving and clothing rails behind the black-framed panelling that increases and then decreases in size towards a shop counter at the back of the space.
![Frame Store by i29](https://static.dezeen.com/uploads/2014/11/Future-Tribes-Frame-magazine-shop-by-i29_dezeen_468_6.jpg)
"Looking from back to front, the shop offers a totally different experience," said the designers, whose first collaboration with the magazine was a mirror-lined pop-up shop in an 18th century-building.
"The contrast of these two worlds within one shop surprises," they said.
![Frame Store by i29](https://static.dezeen.com/uploads/2014/11/Future-Tribes-Frame-magazine-shop-by-i29_dezeen_468_8.jpg)
The designers play on the contrasts between black and white, flat and three-dimensional, square and triangular, and empty and full throughout the design of the space.
![Frame Store by i29](https://static.dezeen.com/uploads/2014/11/Future-Tribes-Frame-magazine-shop-by-i29_dezeen_468_4.jpg)
The black painted shelving is illuminated by a series of mismatched white pendant lights hung between each wooden board.
![Frame Store by i29](https://static.dezeen.com/uploads/2014/11/Future-Tribes-Frame-magazine-shop-by-i29_dezeen_468_0.jpg)
The white panels facing the front of the shop can be changed to display text and artwork relating to the current stock.
![Frame Store by i29](https://static.dezeen.com/uploads/2014/11/Future-Tribes-Frame-magazine-shop-by-i29_dezeen_468_5.jpg)
"The interior design is based on the changeability of such a diverse shop," said the designers. "Flexibility and being able to change the store identity completely was our main focus."
![Frame Store by i29](https://static.dezeen.com/uploads/2014/11/Future-Tribes-Frame-magazine-shop-by-i29_dezeen_468_12.jpg)
"Personalised presentations on particular themes can be exposed. The use of text and graphic art link back to the magazine’s origins," they said.
![Frame Store by i29](https://static.dezeen.com/uploads/2014/11/Future-Tribes-Frame-magazine-shop-by-i29_dezeen_468_1.jpg)
Dutch conceptual artist Niek Pulles was invited to present a series of masks called Future Tribes for the shop's opening. Close-up images of the unsettling masks are currently displayed on the upper panels to one side of the shop floor.
![Frame Store by i29](https://static.dezeen.com/uploads/2014/11/Future-Tribes-Frame-magazine-shop-by-i29_dezeen_468_10.jpg)
Photography is by Ewout Huibers.