FRAME deploys AI for new retail concept in Marylebone

FRAME has unveiled a new retail concept in London's Marylebone, which was conceived with the help of AI.

Erik Torstensson, co-founder of the Californian-based brand, is an early adopter of AI and implemented the technology to inform the design and development of the space.

The new concept takes inspiration from the brand's Los Angeles home through the use of materials and treatment of light. The wood, stone texture, lighting, and furniture depict an "evolved Californian cultural landscape", which sits at the intersection of art, design, and fashion.

The concept is inspired by the Californian cultural landscape

Torstensson acted as curator for the space, sourcing the artwork and highly collectible pieces of design, working alongside long-term collaborators the French Architects, FB Studio.

The space was refurbished to accentuate the period architecture, such as reworked Victorian pilasters. The concrete polished floor creates space and coolness in a neutral grey tone, laying the foundation for the central pillar crafted in stained birch wood veneer with a custom-made display vitrine, shelves, and hang bars.

Kvadrat fabric coats the ceiling, walls, doors, and the interior of the fitting rooms, produced in 100% mohair and made in Italy from natural fibres and a Greenguard Certification.

All metal is polished stainless steel

Throughout the store all metal is formed in a polished stainless steel with a mirrored finish complementing the contemporary stone. The rails are a custom FRAME design with a hand moulded abstract shaped end-piece as the highlight. Hangers are designed from a smooth American Cherry wood with a matte finish and engraved with FRAME’s signature logo. Large-scale skylights, which have a smart LED system, create a faux sky gradient illumination.

Brutalist stone tables, created using AI, and custom hanging rails

Torstensson deployed AI to produce three one-of-a-kind pieces of furniture for the space – large brutalist stone tables and chrome custom-made sculptures – by training an AI programme as an initial sketching tool and then engaging craftsmen at Bucktron Studio Sweden to realise the pieces.

FRAME co-founder Erik Torstensson collborated with French architects FB Studio

These are juxtaposed against a pair of original Gio Ponti stools, crafted from wood and textile in the 1950s. Showcased in the main windows, stands a Bojan Šarčević art sculpture titled ‘The Future of Nostalgia, 2021’ crafted from wood and limestone. The walls are adorned with Jean Perzel vintage replica sconces and Pierre Chareau sconces from the MCDE Galerie sculpted in a geometric shape from alabaster marble that sheds light in soft hues.

Fitting rooms feature Kvadrat fabric

Located at 94 Marylebone High Street, the store is FRAME's second in London; the first was opened last year in Brompton Cross. The brand, which has evolved from its minimalist-designed denim roots to a full-blown ready-to-wear offer, now has 14 stores in North America and says it has further stores in Europe in its sights. It is also sold through its own e-commerce channels as well as in numerous multi-brand stores and department stores globally.