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