Bold buys: Playtype pops up in London’s Aram Store

London's Aram Store
London's Aram Store is hosting a Playtype pop-up until 6 May
(Image credit: TBC)

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. 

bold posters, notepads, mugs and more

The pop-up shop will bring the Danish design brand's bold posters, notepads, mugs and more to Aram's Covent Garden locale

(Image credit: TBC)

first time outside of their Danish flagship store

This will be the first time the Copenhagen-based brand's wares will be on display outside of their Danish flagship store

(Image credit: TBC)

cool Scandi style

Known for embracing and magnifying 'the junctions between typography and aesthetic compositions', Playtype's oeuvre has become synonymous with cool Scandi style

(Image credit: TBC)

FSC-certified paper with Pantone colours

Playtype only prints on FSC-certified paper with Pantone colours, always ensuring products of the highest quality

(Image credit: TBC)

to put Danish type design on the map

'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

(Image credit: TBC)

created with the specially created Playtype typefaces

All designs are created with the specially created Playtype typefaces, mixing typography and graphics

(Image credit: TBC)


Playtype pop-up shop runs until 6 May. For more information, please visit Aram's website


Aram Store
110 Drury Lane
London, WC2B 5SG