The Merchant magazine

A biannual B2B publication for Vitra, The Merchant magazine offers exclusive insights into creative retail designs, concepts and trends from around the world. An internationally renowned producer of office furniture, Vitra reached out to Frame as a partner in their brand expansion into products for retail interiors.

The Challenge

An internationally established brand in office furniture, Vitra needed to promote its retail division. Frame was asked to create a bespoke magazine on the latest trends in retail design, which would include case studies featuring Vitra products.

The Solution

Just as merchants once travelled the world in search of the rare, the curious and the exotic, The Merchant takes readers on a journey to explore retail design through the prism of three cities on three different continents. The retail designs were selected based on how the design concept reflects the character of the cities: from Amsterdam to Tokyo and Melbourne, and from Los Angeles to London and Dubai.

The concept places a ‘merchant’ on the cover, a character that takes readers in search of the essence of today’s retail. Frame Studio produced everything from its name, concept and content to the design, photography, art direction and printing.





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