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Erik Torstensson, co-founder of fashion label, Frame, has teamed up with French interior design Studio FB to create a store in London that pays homage to the brand’s Californian roots and European aesthetics. This is demonstrated in the shop’s lighting, furniture and materials chosen.
Studio FB added that the aesthetics of modernist architecture in California was their inspiration for their new concept design layout.
In order to establish a stronger bond with the street outside,” the studio stated, “we included a curved, full-height glazed wall behind the originally-placed piers. We crafted this curved glass structure as a modern addition that stands in stark contrast to the preserved, classic London pillars.
Moreover, To mirror the style of an art gallery, the store was a sleek concrete floor. A central pillar crafted of stained birch wood veneer, and custom rails featuring a hand-moulded abstract end piece. Inside the dressing room, the ceiling, walls, and doors were covered in Kvadrat’s fabric.
The studio explained that the rounded central wooden element was a sculptural object to give a 50s residential atmosphere. The backspace, lined with all-in fabric, creates a more intimate cabin and lounge area with added sophistication. Furniture and artwork further enhance the atmosphere. Therefore, giving it a similar vibe to an art gallery with concrete flooring and white walls.
Studio FB creates gallery-like interior for Frame store in Marylebone
In order to achieve a truly unique aesthetic for Frame, FB Architects and Torstensson collaborated to acquire artworks and collectible design pieces that could help create an inviting gallery atmosphere. According to a statement made by the studio, there was an intense exchange of ideas between the two parties to realize Erik’s artistic vision. Through this process, they were able to build the architectural foundation of the Frame brand.
In the display window, an intricate sculpture crafted from wood and limestone by Serbian visual artist Bojan Šarčević is presented. The store is flecked with two 1950s Gio Ponti stools, made out of wood and textiles. Alongside wall-mounted fixtures designed by Jean Perzel and geometric fittings developed by Pierre Chareau which create a gentle lighting ambiance.
Furthermore, Torstensson recently tapped into the potential of Artificial Intelligence (AI) to serve as a design tool for curating custom furnishings for space – from brutalist stone tables to chrome custom-made sculptures, commissioned and built in collaboration with the likes of Bucktron Studio Sweden. “AI provides an invaluable resource for quickly and easily visualising my ideas in greater detail. Therefore bringing my creative vision to life”, remarked Torstensson. “It’s given me a new level of speed and power to really explore new avenues with design.
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