The brand has just opened in a corner space in Marylebone that belonged to L.K. Bennett.
high street in London is filled with Georgian townhouses that are instantly recognizable because of their rich bricks but after a while, the neighborhood can blur into one.
Frame celebrated its 10th anniversary last year and this new design is part of the company’s next leap to reinvent and elevate itself, from product to campaign imagery.The process of creating stores is Torstensson’s favorite part of his job — the brand has 14 spaces in North America. He opened another store earlier this week, in Washington D.C., which has a similar aesthetic to the Marylebone space.
“We have a loyal customer base. So I don’t see a reason why not . It’s the best way of explaining the total brand DNA,” said Torstensson, while praising Frame’s wholesalers and e-commerce website.
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