FRAME, the fashion brand cofounded by Erik Torstensson has recently opened its first store in London at Marylebone. The store is gray and plain on the exterior and equally minimal on the inside. The store has large windows, slabs of wood and other materials posing as tables and fixtures for the clothes with silver hardware firmly in place for clothes to hang off.
Torstensson’s vision for Frame’s largest store in London is daring and exciting. “I have had my eyes on this space for a long time. When I’m in London I always stay at Chiltern Firehouse and I know the place,” he said in an interview from New York City.
Frame celebrated its 10th anniversary last year and this new design is part of the company’s next leap to reinvent and elevate itself, from product to campaign imagery. The process of creating stores is Torstensson’s favorite part of his job — the brand has 14 spaces in North America. He opened another store earlier this week, in Washington D.C., which has a similar aesthetic to the Marylebone space.
FRAME new flagship store in London at Marylebone
He’s also been working on a five-month renovation of the space the company took over in Madison Avenue that will be unveiled in November, followed by another opening in Los Angeles next year as well as four other stores. The brand has been working in collaboration with French architects FB Studio to execute the new vision.
“We have a loyal customer base. So I don’t see a reason why not [to open more stores]. It’s the best way of explaining the total brand DNA,” said Torstensson, while praising Frame’s wholesalers and e-commerce website.
“The idea is to take the essence of L.A. but the New L.A. with a European filter, which is about the textures of the wood, stones, sun and sea,” he added, noting that the store should feel like a gallery for the clothes. Torstensson designed the furniture in the store with the help of artificial intelligence for the sketches. His designs will be rolled out into all Frame stores.
The Swedish entrepreneur has thought out every detail in the store, from the lounge area in the back, the changing rooms to the curated playlist featuring Los Angeles-based artists with the sound of ‘70s French music. “We sell more clothes than we do denim,” he added.
FRAME new flagship store in London at Marylebone
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