In The Frame
Frame Denim has opened its second store in the US, in SoHo, NYC. The expansion on the East Coast follows a successful opening in Los Angeles.
The building has a loft-style ambiance and is located on the ground floor of a six-storey ‘brownstone’. Within, the walls have been whitewashed, which provides a harp contrast with the light blue shelf structure that fills a wall and imparts an Ibiza summer holiday vibe to the whole.
The space is minimalist with limited stock and furnishings. Large black marble tables dominate the space alongside a long silver table. Orange and tan rugs are used as props to add a Spanish touch. Three light tracks with spotlights add to the brilliant white feel.
Frame Denim is considering San Francisco for its next store opening.