All roads lead to New York. At least they did for Swedes Jens Grede and Erik Torstensson, who were living in London when they founded the denim line in 2012. Today, SPAN Architecture has given the brand “its first foray into a built environment with an eye to eventual stores,” principal Jean-Gabriel Neukomm says. Minimalism, materiality, and early French modernism were guiding lights for the 3,500-square-foot showroom overlooking the Flatiron Building. The architect “set up a simple field with interesting objects in it.” Count his monolithic reception desk as one, twin tables of bronze and concrete sparked with mirror as others. They keep company with vintage chairs, all in a framework of white oak and artisanal plaster. Channel-lit, brushed-bronze bars show off the goods.
SPAN Architecture's Sleek Showroom for Denim Brand Frame
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