The Store Is the First U.S. Location With the Denim Brand’s New Retail Concept
Frame has unveiled its freshly redesigned store on Madison Avenue in New York City. The revitalized location extends the boutique concept that the brand first introduced at its London store as part of a push to expand and elevate the brand.
Now, Frame is extending elements of this design evolution to its U.S. locations. The 1,572-square-foot Madison Avenue store was initially established as a pop-up, but has since transitioned into a permanent location, allowing the company to undertake comprehensive renovations.
Situated slightly north of the bustling tourist attractions on Madison Avenue, the store primarily attracts residents of the upscale Upper East Side. To cultivate a welcoming atmosphere reflective of Frame’s aesthetic, Torstensson aimed to recreate the ambiance of a Frame living room, fostering a sense of connection with visitors.
Collaborating with interior designer Flora Byk, Frame’s Madison Avenue store showcases its women’s and men’s ready-to-wear collections in an expansive, open layout characterized by concrete floors and white walls. The space also features a rotating selection of curated design pieces, art, and decorative objects personally selected by Torstensson.
Central to the store’s design is a Jean Royère living room setup, comprising a sofa, armchairs, a coffee table, and a sculpture by Alexandre Noll atop a graphic rug with nods to 1930s design. Additional architectural elements, such as wooden pockets and sculptural pillars, further reference the era. At the entrance, a suspended enfilade designed by Gio Ponti incorporates mirrored glass drawers and wooden structures.
Emphasizing natural light, a large oval skylight serves as a nod to Frame’s Los Angeles roots, while a bespoke polished mirror table, designed by Torstensson, complements the skylight’s aesthetic. The space also features works by established and emerging artists, including a George Nakashima side table and Akiko Hirai sculpture from the Dobrinka Salzman gallery in New York, as well as pieces from Galerie HP Le Studio in Paris. Notable additions include paintings by contemporary artist Kenjiro Okazaki and a Willem de Kooning piece from Torstensson’s personal collection.
