FRAME, the Californian fashion house, unveils its pop-up store in the Shanghai Bund, the first ever retail space in the Asia Pacific region for the brand. The luxurious space has been passionately crafted by Co-founder and Chief Creative Officer, Erik Torstensson in partnership with local design agency SKYnoa. Torstensson has transformed the pop-up space into an experiential retail venue that deeply intertwines culture and art, creating an elegant atmosphere reminiscent of a private living room, allowing customers to immerse themselves in the brand’s uniquely curated lifestyle.
Torstensson’s vision has been manifested through a collaborative effort between all global teams with the project being spearheaded by Global CEO, Nicolas Dreyfus, and Asia Pacific CEO, June-Mee Hong, activating a historical moment for the brand and its international expansion focus. The first Asia Pacific pop-up store is an extension of Torstensson’s new global flagship concepts seen in NYC’s Madison Ave. and London’s Marylebone Street combined with localized touches, reinforcing the brand’s aesthetic with an open layout. Concrete floors and textured walls in beige and gray create a visually rich space for an immersive shopping experience, while Torstensson’s wood sculptures are displayed in one corner of the store.
In the quiet and elegant sitting area, the custom designed camel colored carpet made by Nepalese craftsmen is like a soft canvas, echoing the vintage beige daybed by Jean Prouvé, highlighting the modern merge of quality and style. George Nakashima’s wooden table and chair are thoughtfully placed on the side, creating a delicate balance of philosophy and space.
The majestic wooden shelves on both sides of the store show a warm and harmonious sensibility, which resonates with the brand’s artisanal craftsmanship. A pair of glass pedestal tables accented with metal inject a touch of sharpness and luster into the space: a subtle duality between function and design.
Entering deeper into the store, under the modern circular ceiling and spotlights, stands a one-of-a-kind white oval display table designed by Torstensson which combines an avant-garde point of view with elegance. Natural light filters through the floor-to- ceiling windows, accentuated by carefully selected live green plants and flowers, creating a harmonious fusion of earthy elements juxtaposed by visual sharpness throughout the entire shop.
The pop-up store launches with the brand’s new Fall 2024 women’s and men’s ready to wear and atelier collections. This season, the women’s collection presents a relaxed and tranquil style: rich wool cardigans and elevated outerwear feature warm tones, gold buttons, and pompoms providing perfect wardrobe accents. The khaki suit jacket, with its tailored silhouette, notched lapel, and vintage-inspired trims, brings a timeless style. The men’s collection excels in the mix of casual and tailoring: a long trench coat features a sleek silhouette with a pointed collar design and meticulous side seam pockets. Textured shirt jackets are made from elevated mixed fabrications with added touches of modern fashion. The store also displays FRAME’s iconic denim collections, making the space a creatively inspired wonderland for customers’ discovery and delight.
The first-ever pop-up store in the Asia-Pacific region is located at W-L2-14, 2nd floor, No. 3, Lane 500, Dongyu Road, Sanlin Town, Pudong New Area, Shanghai.
