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The World’s first bricks and mortar type foundry. Playtype is the physical manifestation of the brand’s established online font shop. e-Types wanted to make a playtype.com in 3D. The third dimension is the physical experience of typography – a new dialogue with a wider audience about the significance of typography as an element of lifestyle. The shop is a playground where we experiment freely with ideas that somehow relate to typography. What was a shop yesterday is a gallery today and may just be an exhibition opening tomorrow.
The interior is, a visible extension of typography and our products, taking its que from the black and white chequered and continues in a monochrome palette featuring oversized fonts on windows and walls. Created as a place to further our typographic practice, the store provides a street level entry to typography – it is a place to share our passion with the general public and a place where our designers can experiment with their craft outside of the studio.
Type aficionados and general public alike are tempted by fonts stored on custom made USB flash drives and a ragbag of other tangible products like T-shirts, notebooks, posters, mugs emblazoned by with graphic characters and other type paraphernalia all continuing the typography theme. Regardless, the PlaytypeTM Store is a humble, contemporary monument to typography.
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