To give our audience eyes and ears into the live judging sessions that took place at Frame Awards 2020, we're sharing coverage of the insightful jury conversations that decided the winning projects. Below, we celebrate the Single-Brand Store of the Year: Exhibition of Frozen by Waterfrom Design. Find the full collection of reports in our upcoming May/June 2020 issue, Frame 134.
Beijing – The jury was torn between two very different projects in the Single-Brand Store of the Year category. In the end, Waterfrom Design’s Exhibition of Frozen edged out Blue Bottle Coffee Seongsu by Schemata Architects, which the jury called a ‘great combination of architecture and design, whose careful consideration of the customer experience ultimately elevates the brand’.
The winners from Waterfrom were praised for delivering ‘a poetic expression and memorable experience’ with their interior of a retail health clinic in Beijing. ‘It delivers traditional cultural cues on a contemporary scale.’ Indeed, the design team wanted to offer a new take on Traditional Chinese Medicine, forgoing such tropes as heavy wooden cabinetry and the aromas of pungent herbs in favour of something more light and ethereal. Herbs do feature, for instance, but are encased within a glowing glass grid instead of apothecary bottles.