Frame Magazine prefers to keep its Amsterdam store a secret

The crowds in the city center of Amsterdam were totally overwhelming last Saturday afternoon. From Central Station all the way to Dam Square, it was a constant procession of tourists, beer bikes and bachelor parties. Even the Negen Straatjes area was positively bustling. It was a stark constrast with the absolute quiet at the Frame Magazine pop-up store on the first floor of the Felix Meritis building on Keizersgracht. It took me a while to figure out why this beautiful store was totally empty on what is supposed to be the single most important shopping day of the week – and then it dawned on me. There were NO SIGNS telling people that there was a store upstairs – and so everyone stayed on the ground floor, either in the restaurant area or at the FOAM Fotografie exhibition space. Even I was confused at first and had to check my phone twice if the Frame Magazine store was actually on the same address. Which is a total shame, because as you can see they had some very nice stuff there – cool clothes, kick-ass design and, of course, boucherouite rugs because they are all the rage at the moment.  Sheesh!

The Frame pop-up store is part of Felix & Foam, a temporary collaboration between Foam Magazine and Restaurant Foyer at the Felix Meritis building on Keizersgracht 324. And don’t forget – the actual Frame store is on the first floor, okay?

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