The City of Amsterdam recently instructed Foam to manage the cultural program at the Felix Meritis Residence, the European Centre for Arts, Culture and Science on 324 Keizersgracht in Amsterdam’s Nine Streets district. For the coming six months, Foam will honour the building’s inspiring history by combining the world of arts, culture, photography, film, fashion and design all under one roof. Packed with a timetable of workshops, presentations, exhibitions, and events, a new fashion and design concept store named Felix&Frame by Frame Magazine, also part of the exciting Felix&Foam initiative, recently opened its doors. Open until the 30th September 2014, the grand space has, without a doubt, catapulted the magazine into a glorious three-dimensional world. Yatzer brings you straight into the world of this stimulating new concept store and its incredible surroundings.

Featuring fashion, magazines and books, furniture and lighting designs by Vitra, Moooi, Artek and Flos, alongside menswear brand Rivieras, Mismo bags and LA based brand Stampd, the ''Felix&Frame'' pop-up store was designed by Dutch interiors studio i29, a firm which has gained recognition for both its commercial and residential projects in the city. Housed in the Zuilenzaal, formerly the seat of Amsterdam’s Department of Commerce and Literature, the space provides an opulent backdrop with its 18th Century era columns and abundance of architectural details. Borrowing on the building’s value as a ‘monumental environment’, where reflection as a value is key, representing time and history and the old versus the new, i29 has magically transformed the space into a ‘mirrored universe’. Using large-scale mirrored objects, panels and units, each mirrored surface engages consumers to interact with the objects on sale.  Further design elements such as the block units play with scale and proportion -  some even appear to float, forcing visitors to further engage with the existing space that surrounds them, thus adding to the overall allure of the concept of the store. 

From its first publication back in 1997, Frame Magazine has remained committed to the mission of placing interior architecture on the map achieved from continuing to publish articles featuring inspiring interior spaces, designers and creative dialogues.

{YatzerTip}: ''Felix&Foyer'' A restaurant in the former foyer, appropriately named Foyer will serve traditional Dutch food with a modern twist from 2 May 2014 onwards, operating a lunch and dinner service.