Kim Høltermand is the photographer behind this beautiful project for Frama. In order to have a tactile and in-depth experience with the care and fragrance collection, the Frama Interior Practice has created a designated space for the series, emphasizing a warm and organic atmosphere.
The capsule shop itself takes part of the larger spaces of the Frama Studio Store, but represents its own, subtle experience. The aim was to create a space in continuation of the historic Org. St. Pauls Apotek, but in a contemporary direction.
The collection is based on natural ingredients, and it was essential to interlink this ethos to the material and color palette, achieved by using natural seagrass carpet, a brown and earthy wall texture, and warm soil colored shelving.