written by:
January 31, 2015
Designed to look spontaneous, pop-up shops often obscure the enormous amount of planning that goes into creating them. For more than five years, Jaspar Jansen and Jeroen Dellensen of Amsterdam-based firm i29 Interior Architects have been designing modern yet ephemeral retail spaces. We spoke with Jansen and Dellensen about what goes into designing a great pop-up shopping experience.
i29 Frame Store pop-up with sculpture.

i29’s principals try not to let the budgetary constraints and accelerated timelines associated with pop-up design interfere with their creative vision . “We always strive to make powerful themes and striking images,” says Dellensen. “i29 stands for a work ethic that isn't dependent on expensive materials,” adds Jansen.

Courtesy of 
i29 Interior Architects
1 / 7
Gummo advertising agency in Amsterdam.

Jansen and Dellensen extend the principles of pop-up design beyond retail. Approached in 2009 to design an office for an ad agency that was planning to use the space for only two years, i29 embraced the momentariness of the situation. Instead of shipping in expensive, site-specific decor, they sourced all the furniture locally through charity shops and online auction houses. Jansen refers to the project as their “pop-up office.”

Courtesy of 
i29 Interior Architects
2 / 7
i29 As Good As New pop-up shop.

As in traditional commercial design, a retailer's branding is often the basis for creative ideation. “From the first initiative of the client, to concept development and final design, we aim to stay flexible,” says Dellensen. For As Good As New, a Dutch furniture company that specializes in refurbishing second-hand pieces, i29 installed a retro living room and coated it in matte gray industrial spray-on. 

Courtesy of 
i29 Interior Architects
3 / 7
Pop-up store in Amsterdam for Frame magazine

In Jansen and Dellensen's experience, clients typically have a site in mind when they approach the studio. i29 had just three weeks to design and realize their first store for Dutch design magazine Frame, but they made the most of their location inside the regal Felix Meritis building in Amsterdam.

Courtesy of 
i29 Interior Architects
Originally appeared in 12 Great Pop-Up Shops
4 / 7
i29's As Good As New pop-up with matte furniture.

Because pop-ups are provisional by nature, Jansen advises designers reduce, reuse, and recycle materials. Many of i29’s stores feature furniture sourced from local flea markets, for instance. 

Courtesy of 
i29 Interior Architects
5 / 7
i29 Frame Store 2.0

Pleased with the pop-up they designed last summer, Frame approached i29 again this fall to construct a more long-term installation: a shop meant to evoke a 3-D walk through of an issue of their magazine.

Courtesy of 
i29 Interior Architects
6 / 7
i29 Frame Store 2.0 clothes racks.

 Jansen and Dellensen are currently in talks to open a series of pop-ups in London. In the meantime, their second Frame shop is still installed at the Felix Meritus European Centre for Arts, Culture and Science in Amsterdam 

Courtesy of 
i29 Interior Architects
7 / 7
i29 Frame Store pop-up with sculpture.

i29’s principals try not to let the budgetary constraints and accelerated timelines associated with pop-up design interfere with their creative vision . “We always strive to make powerful themes and striking images,” says Dellensen. “i29 stands for a work ethic that isn't dependent on expensive materials,” adds Jansen.

Join the Discussion

Loading comments...

Latest Articles

45 dva 2270 persp1 cmyk 0
The prospect of retirement doesn’t just signal the end of a career; it offers the chance to recalibrate and re-prioritize in life.
July 25, 2016
18
You don’t have to choose between sustainable energy and curb appeal.
July 19, 2016
jakemagnus queensland 1
Each week, we tap into Dwell's Instagram community to bring you the most captivating design and architecture shots of the week.
July 06, 2016
content delzresidence 013 1
Each week, we tap into Dwell's Instagram community to bring you the most captivating design and architecture shots of the week.
June 29, 2016
abc malacari marwick stair 01 0
A simple set of stairs is a remodel’s backbone.
June 28, 2016
Design Award of Excellence winner Mellon Square.
Docomomo US announces the winners of this year's Modernism in America Awards. Each project showcases exemplary modern restoration techniques, practices, and ideas.
June 27, 2016
monogram dwell sf 039 1
After last year’s collaboration, we were excited to team up with Monogram again for the 2016 Monogram Modern Home Tour.
June 27, 2016
switch over chicago smart renovation penthouse deck smar green ball lamps quinze milan lounge furniture garapa hardwood
A strategic rewire enhances a spec house’s gut renovation.
June 26, 2016
young guns 2016 emerging talent coralie gourguechon treviso italy cphotos by coralie gourguechon co produced by isdat planche anatomique de haut parleur1
Coralie Gourguechon's paper objects will make you see technology in a whole new way.
June 26, 2016
green machine smart home aspen colorado facade yard bocci deck patio savant
Smart technology helps a house in Aspen, Colorado, stay on its sustainable course.
June 25, 2016
Compact Aglol 11 television plastic brionvega.
The aesthetic appeal of personal electronics has long fueled consumer interest. A new industrial design book celebrates devices that broke the mold.
June 25, 2016
modern backyard deck ipe wood
An angled deck transforms a backyard in Menlo Park, California, into a welcoming gathering spot.
June 24, 2016
dscf5485 1
Today, we kicked off this year’s annual Dwell on Design at the LA Convention Center, which will continue through Sunday, June 26th. Though we’ve been hosting this extensive event for years, this time around is particularly special.
June 24, 2016
under the radar renovation napa
Two designers restore a low-slung midcentury gem in Napa, California, by an unsung Bay Area modernist.
June 24, 2016
Exterior of Huneeus/Sugar Bowl Home.
San Francisco–based designer Maca Huneeus created her family’s weekend retreat near Lake Tahoe with a relaxed, sophisticated sensibility.
June 24, 2016
light and shadow bathroom walnut storage units corian counter vola faucet
A Toronto couple remodel their home with a special emphasis on a spacious kitchen and a material-rich bathroom.
June 24, 2016
Affordable home in Kansas City living room
In Kansas City, an architecture studio designs an adaptable house for a musician on a budget.
June 23, 2016
modern lycabettus penthouse apartment oak vertical slats office
By straightening angles, installing windows, and adding vertical accents, architect Aaron Ritenour brought light and order to an irregularly shaped apartment in the heart of Athens, Greece.
June 23, 2016
kitchen confidential tiles custom cabinetry oak veneer timber house
A modest kitchen addition to a couple’s cottage outside of Brisbane proves that one 376-square-foot room can revive an entire home.
June 23, 2016
feldman architecture 0
Each week, we tap into Dwell's Instagram community to bring you the most captivating design and architecture shots of the week.
June 22, 2016
Blackened timber Dutch home
A modern dwelling replaces a fallen farmhouse.
June 22, 2016
hillcrest house interior kitchen 3
Seeking an escape from bustling city life, a Manhattan couple embarks on a renovation in the verdant Hudson Valley.
June 22, 2016
angular
Atelier Moderno renovated an old industrial building to create a luminous, modern home.
June 21, 2016
San Francisco floating home exterior
Anchored in a small San Francisco canal, this floating home takes its cues from a classic city habitat.
June 21, 2016
modern renovation addition solar powered scotland facade steel balcony
From the bones of a neglected farmstead in rural Scotland emerges a low-impact, solar-powered home that’s all about working with what was already there.
June 21, 2016
up in the air small space new zealand facade corrugated metal cladding
An architect with a taste for unconventional living spaces creates a small house at lofty heights with a starring view.
June 21, 2016
young guns 2016 emerging talent marjan van aubel london cwai ming ng current window
Marjan Van Aubel makes technology a little more natural.
June 21, 2016
urban pastoral brooklyn family home facade steel cypress double
Building on the site of a former one-car garage, an architect creates his family’s home in an evolving neighborhood of Brooklyn.
June 20, 2016
Modern Brooklyn backyard studio with plexiglass skylight, green roof, and cedar cladding facade
In a Brooklyn backyard, an off-duty architect builds a structure that tests his attention to the little things.
June 20, 2016
the outer limits paris prefab home living area vertigo lamp constance guisset gijs bakker strip tablemetal panels
In the suburbs of Paris, an architect with an eco-friendly practice doesn’t let tradition stand in the way of innovation.
June 20, 2016