{"id":127091,"date":"2026-07-10T15:22:12","date_gmt":"2026-07-10T15:22:12","guid":{"rendered":"https:\/\/www.europesays.com\/dk\/127091\/"},"modified":"2026-07-10T15:22:12","modified_gmt":"2026-07-10T15:22:12","slug":"frame-opens-amsterdam-flagship-store-expanding-global-retail-network","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/dk\/127091\/","title":{"rendered":"Frame Opens Amsterdam Flagship Store, Expanding Global Retail Network"},"content":{"rendered":"

\n\tPARIS \u2014 Frame is adding another European address to its retail<\/a> map with the opening of its first Netherlands boutique in Amsterdam<\/a>, as the Los Angeles-based brand continues to expand and invest in its retail<\/a> network.<\/p>\n

\n\tThe 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.<\/p>\n

\n\t\u201cThe opening of our Amsterdam<\/a> boutique marks an important step in Frame\u2019s continued international growth,\u201d said Frame chief executive officer Silvia Merati. \u201cEach store is an opportunity to express the brand\u2019s identity beyond clothing, bringing together considered architecture, art and thoughtful curation to create an immersive environment.\u201d<\/p>\n

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\t\t\t\t\t\t\t\t\tOGT \/ Courtesy of Frame<\/p>\n

\n\tAs 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.<\/p>\n

\n\t\u201cMore 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,\u201d Merati added.<\/p>\n

\n\tDesigned 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.<\/p>\n

\n\tThe three-floor space, located in Amsterdam\u2019s 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.<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t\t\t\t\t\t\t\t\tOGT \/ Courtesy of Frame<\/p>\n

\n\tAn abstract elm wood sculpture from the 1970s serves as the centerpiece, while ceramics and decorative objects dot the space with added texture.<\/p>\n

\n\tFrame 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.<\/p>\n

\n\tThe Amsterdam opening coincides with the second drop of the brand\u2019s Tennis Collection, a sporty capsule that reflects Frame\u2019s ambition to move beyond denim into broader lifestyle categories.<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t\t\t\t\t\t\t\t\tOGT \/ Courtesy of Frame<\/p>\n","protected":false},"excerpt":{"rendered":"PARIS \u2014 Frame is adding another European address to its retail map with the opening of its first…\n","protected":false},"author":2,"featured_media":127092,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[101],"tags":[199,61952,200,3851],"class_list":["post-127091","post","type-post","status-publish","format-standard","has-post-thumbnail","category-amsterdam","tag-amsterdam","tag-frame-denim","tag-netherlands","tag-retail"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@dk\/116896369867080752","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/127091","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/comments?post=127091"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/posts\/127091\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media\/127092"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/media?parent=127091"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/categories?post=127091"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/dk\/wp-json\/wp\/v2\/tags?post=127091"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}