FRAME, the Californian fashion brand, will unveil a new retail design concept with the opening of theirsecond UK store and new London Flagship in Marylebone Village.
Conceived by Co-Founder Erik Torstensson, who debuts the implementation of AI into the design and development process,the concept takes inspiration from the home of the brand, Los Angeles, through materials and treatment of light. The wood, thestone texture, lighting, and furniture depict an evolved Californian cultural landscape: one that sits at the intersection of art,design, and fashion as the West Coast becomes a new global hub for creativity. Torstensson acts as curator in partnership withlong-term collaborators the French Architects, FB Studio, meticulously sourcing the artwork and highly collectible pieces of design; crafting an environment akin to a gallery for the next era of FRAME’s collections.
The space has been refurbished to accentuate the period architecture, such as reworked Victorian pilasters. The concretepolished floor creates space and coolness in a neutral grey tone, laying the foundation for the central pillar crafted in stainedbirch wood veneer with a custom-made display vitrine, shelves, and hang bars. Kvadrat fabric coats the ceiling, walls, doors,and the interior of the fitting rooms, produced in 100% mohair and made in Italy from natural fibres and a GreenguardCertification. The earthy palette rooted in warm undertones is the perfect backdrop for the store’s seating area.
Throughout the store all metal is formed in a polished stainless steel with a mirrored finish complimentingthe contemporary stone. The rails are a custom FRAME design with a hand moulded abstract shaped end-piece as thehighlight. Hangers are designed from a smooth American Cherry wood with a matte finish and engraved with FRAME’ssignature logo. Upon the central aesthetics include two large scale skylights which have a smart LED system to create a fauxsky gradient illumination.
Tortsensson, an early adopter of AI tools, has crafted three one-of-a-kind objects for the space, training an AI program as aninitial sketching tool and then engaging the best craftsman to realize unique and proprietary objects of furniture – large brutaliststone tables and chrome custom-made sculptures, produced by Bucktron Studio Sweden. These are juxtaposed against a pair oforiginal Gio Ponti stools, crafted from wood and textile in the 1950s. Showcased in the main windows, stands aBojanŠarčevićart sculpture titled ‘The Future of Nostalgia, 2021’ crafted from wood and limestone. The walls are adornedwithJean Perzelvintage replica sconces and Pierre Chareau sconces from the MCDE Galerie sculpted in a geometric shapefrom alabaster marble that sheds light in soft hues.
