For Frame’s first store in New York, founders Erik Torstensson and Jens Grede wanted a blend of NY, LA, and Swedish inspirations and styles. “For each of the stores, we try and design to the relationship that we and Frame have with the city we are in,” Torstensson told Architectural Digest.
In New York, the design expression is “harder, tougher, more speedy, and more high-end when it comes to fashion” according to Torstensson. To reflect this belief, the project uses such elements as off-white stone tile flooring, massive black and white marble display tables and a “statement” weathered metal table that was built in Sweden and left outside to weather for a year.
The design intentionally contrasts high and low, old and new, and soft and hard elements. “A store is an opportunity to educate new consumers on how to use Frame—what are our silhouettes, and how do you put it together, says” Grede.