PARIS — Frame is adding another European address to its retail map with the opening of its first Netherlands boutique in Amsterdam, as the Los Angeles-based brand continues to expand and invest in its retail network.
The brand already operates stores in London, Cannes, France, and Monaco, as well as 16 units in the U.S. and two in China. A Paris flagship is in the works as part of its continued European expansion.
“The opening of our Amsterdam boutique marks an important step in Frame’s continued international growth,” said Frame chief executive officer Silvia Merati. “Each store is an opportunity to express the brand’s identity beyond clothing, bringing together considered architecture, art and thoughtful curation to create an immersive environment.”
OGT / Courtesy of Frame
As luxury and contemporary brands continue to rethink the role of physical stores, Frame is positioning its boutiques as extensions of the brand rather than simply retail locations.
“More than a retail space, our Amsterdam boutique reflects the craftsmanship, design and sense of discovery that define Frame while inviting our community to experience the brand in a more meaningful way,” Merati added.
Designed with Paris-based interior design studio Flora Byk, the boutique blends sleek Scandi modernism and light wood with vintage art and furniture, including works by designers such as Josef Hoffmann, Richard Riemerschmid, Hendrik Wouda, Ignazio Gardella, Josef Frank, Paul McCobb and Jacques Adnet.
The three-floor space, located in Amsterdam’s main luxury shopping street P.C. Hooftstraat, is organized around a central staircase that acts as both a functional feature and an architectural focal point.
OGT / Courtesy of Frame
An abstract elm wood sculpture from the 1970s serves as the centerpiece, while ceramics and decorative objects dot the space with added texture.
Frame worked with design galleries including Morentz, Side Gallery, Jacques Lacoste and Fundamente in Rotterdam to source pieces chosen for their craftsmanship, provenance and historical value.
The Amsterdam opening coincides with the second drop of the brand’s Tennis Collection, a sporty capsule that reflects Frame’s ambition to move beyond denim into broader lifestyle categories.
OGT / Courtesy of Frame