Frame Awards Judging - March 2022
Frame has been an ever-present resource throughout many of our careers at Quinine, so it was great for our Research and Strategy Director, Alex Whitlow, to be part of the Frame Awards jury panel, debating with some brilliant designers from all over the world.
Yet again, in an award scheme celebrating so many examples of high-quality spatial design, it was exciting to see a retail environment being announced as the winner.
The design of the Freitag store in Bangkok doesn’t just deliver a sophisticated, well-considered, cosmetic palette that mixes ‘workshop utility’ with ‘human warmth’, it also invites the customer to become part of Freitag’s eco-conscious brand story. The ‘Sweat-Yourself’ store design involves the customer as they help make the product that they take away. It nurtures their awareness of environmental issues and changes consumer habits. It brings us back to the following proverb, which we continue to reference often here at Quinine:
Tell me and I’ll forget.
Show me and I’ll remember.
Involve me and I’ll learn.
It’s great to see business leaders deploying progressive and innovative thinking that remains authentic to a brand’s values. Physical retail is alive and thriving.
Congratulations to the Freitag Lab team and thank you to Frame.
You can read more about the project HERE