Let's Make a Spectacle by Ace & Tate and Studio Droog

The installation by Droog find’s a new way to look through frames and behind surfaces.

Amsterdam-based eyewear company Ace & Tate is a dewey-eyed brand which began as an exclusively online shop, until now. Joining forces with renowned Dutch design collective Studio Droog, they conceived of a unique summer in residence. Located in the heart of Amsterdam’s city centre, a new retail concept has popped up inside hospitality experience Hôtel Droog. An illuminated installation designed by Droog uses simple yet striking materials to show the newest collection and fresh ambition of Ace & Tate. Creating a multifunctional and portable platform, the steel framework and translucent panels are customizable to suit any future space.

For this collection, the designers have been inspired by the classic 1967 Mike Nicholas film ‘The Graduate’. The opticals key colours –  muted yellow, caramel – and sleek angles represent the aesthetic of the movie.  Hôtel Droog’s relaxed atmosphere lets visitors leisurely try on the glasses as they enjoy a cup of coffee or stroll through the courtyard garden of the 17th century building.

The retail experience, named ‘Let’s Make a Spectacle’, runs for three months, until end of August 2014, and will host several events and lectures during the residence.

Photos Mo Schalkx and Thijs Wolzak


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