A spatial representation of present-day photography in-line with the art form’s historical development is retail concept for Fotografiska’s museum store. F-Concept was developed by Guise, Stockholm-based studio helmed by Andreas Ferm and Jani Kristoffersen. F-Concept reflects 19th century photographic aesthetics which complement the architectural shapes of the interior. A grainy texture softens the sharply cut angles and cast a dark shadow; resembling a picture in itself rather than a retail space. The dark tones eliminate distractions and focus an angle on displayed imagery.

Photos Brendan Austin

http://www.frameweb.com/news/guise-goes-grayscale-for-fotografiska-museum-s-retail-concept