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# Felix & Foam
- URL: https://www.protein.xyz/felix-foam/
- Published: 2014-05-22T09:16:00.000Z
- Updated: 2016-06-14T01:46:02.000Z
- Description: Frame magazine's contribution to a temporary Amsterdam cultural festival is a hall of mirrors that's also a pop-up shop
- Author: Helio Rosas
- Tags: Seeds, Art & Design, #protein, #Import 2024-06-11 13:25

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/10058/26c58fe5-5ca0-4275-9bce-ae5a2421e3d8.jpg)

In an intriguing take on pop-up shops, one design magazine has reimagined itself in a physical form.  
[Frame magazine](http://www.frameweb.com/?ref=protein.xyz) has launched a store at the temporary cultural space, [Felix & Foam](http://www.felix.meritis.nl/en/agenda/felix-foam/?ref=protein.xyz), at Amsterdam's historic [Felix Meritis](http://www.felix.meritis.nl/en/?ref=protein.xyz) in the Nine Streets district. Dutch studio [i29](http://www.i29.nl/?ref=protein.xyz) realised Frame's vision, making the most of mirrored surfaces, creating an atmosphere akin to a gallery space rather than your traditional brick and mortar shop.  
Felix & Foam is a cultural centre that runs for six months, and the Frame store is the titular magazine's contribution. Since it opened in early May, Frame has offered up glossy prints from [Sigrid Calon's](http://www.sigridcalon.nl/?ref=protein.xyz) modern take on embroidery as well as furniture from [Vitra](http://www.vitra.com/en-gb/living?c=GB&u=/&ref=protein.xyz), in addition to hosting special events and talks from local artists.   
Elsewhere in the Felix Meritis building rooms have been repurposed for exhibitions and film screenings, a bar and a restaurant.   
Another recent, unusual approach to pop-up retail was NOW+4EVA - where Melbourne band [Architecture in Helsinki launched a store](https://www.prote.in/en/feed/2014/04/now-4eva?ref=protein.xyz) to promote their latest single.

![](https://storage.ghost.io/c/fc/71/fc716215-5729-441a-bd07-e2b50bc413b1/content/images/S3/protein/10058/10536e05-bd48-456c-b294-d230f672ef1b.jpg)