Graphic design fans have so much to look forward to this spring. Not only is the Pick Me Up festival taking place at Somerset House (from 21 April–2 May), but Danish type foundry Playtype is also popping up at London's Aram Store.
Taking up residence at the Covent Garden design store until 6 May, London shoppers will have two weeks to get their hands on the Copenhagen-based brand's bold, graphic posters, notepads and mugs. This pop-up will mark the first time that the Danish brand will display its wares outside of their own store. Properly, anyway; their lifestyle products are available online and dotted around the UK, but never in one convenient locale like this before.
'They have a unique spin on typography and their products are both beautiful and design-led,' explains Aram owner Ruth Aram. 'We are looking forward to seeing how they will interpret their Copenhagen sensibility in London.'
Founded by e-Types, one of Denmark's most successful branding and design agencies, Playtype mixes typography and graphics in a unique way. Since setting up their store in Copenhagen's Vesterbro neighbourhood they have risen through the ranks of popularity and come to represent cool Scandi style.
The pop-up shop will bring the Danish design brand's bold posters, notepads, mugs and more to Aram's Covent Garden locale
This will be the first time the Copenhagen-based brand's wares will be on display outside of their Danish flagship store
Known for embracing and magnifying 'the junctions between typography and aesthetic compositions', Playtype's oeuvre has become synonymous with cool Scandi style
Playtype only prints on FSC-certified paper with Pantone colours, always ensuring products of the highest quality
'Applying our fonts to products for Playtype is our way of signaling that we want to put Danish type design on the map,' explains Jonas Hecksher, creative director and chief font designer at e-Types, the branding and design agency behind Playtype
All designs are created with the specially created Playtype typefaces, mixing typography and graphics
INFORMATION
Playtype pop-up shop runs until 6 May. For more information, please visit Aram's website
ADDRESS
Aram Store
110 Drury Lane
London, WC2B 5SG
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