FRAME Magazine, Collect and create space design ideas and projects on paper. Observing and interpreting the evolution of spatial design is the context that FRAME will face and imagine for the next 25 years. Conversation with the founder of the magazine Robert Thiemann
FRAME magazine was first published in Amsterdam in 1997, on the eve of the new millennium, in an exciting context of geopolitical change and the penetration of new technological tools. As its founder Robert Tiemann later stated, FRAME magazine sought to convey a broad and accurate vision of the world of international spatial design. FRAME magazine has grown, gained credibility and prestige over the past 25 years through creativity and creative collaboration, as well as some constructive failures.
We survived the first wave of media digitalization by staying true to print and building a powerful online platform that supported the enormous amount of research work and discoveries made by our dynamic team of journalists and writers. It has also become a tool of unsurpassed quality and instant access for the entire business and design community. My conversation with Robert began with the name of the magazine. The name of the magazine also reflects the mission of the magazine. What’s in a title?
What great idea was the magazine born from, and how has that original idea evolved over the past 20 years?
The name FRAME magazine was chosen for several reasons. First of all, an interior space is enclosed by walls, floors and ceilings. Life happens inside this FRAME. Secondly, as a journalistic publication, you always offer a vision of the FRAME world. In our case, we created a spatial layout. In 1997, when we launched the magazine, there were no truly international B2B print publications dedicated to interiors. From the very beginning, we wanted to treat the world like a playground and write for a professional audience. We have always remained true to this original idea.
The media landscape has changed a lot since you launched FRAME magazine in 1997. How do you evaluate the transformation of media over these 25 years?
When we launched FRAME, the Internet was barely used. We connected to it at low speeds using modems. Pages loaded slowly and there were not even large images. It made sense to create an international print magazine. It was the only way to keep the community informed about the global state of spatial design. Ten years later, things have changed. Online journalism took off around the time of the 2008 banking crisis, and in 2010, Pinterest and Instagram were launched, leading to further digital transformation of the media landscape. Our reaction was inevitable.
How has this process affected FRAME?
Around 2016, we realized that we needed to act across all media channels. In addition to publishing a print magazine, we also needed to have a strong social media presence and seriously build our own website. In 2017, we launched the FRAME Awards as a primarily online event. We also started creating more explicit content. The next step is to set up a paywall on FRAMEweb.com to monetize your content.
In some ways, simply calling FRAME a magazine sounds vulgar. It has become not only a reference point for trade and design professionals, but also an important educational platform for junior graduates, young architects and designers, and a source of inspiration for many curious people. What’s your opinion?
In fact, we offer more than just magazines. We also focus on the future of spatial design and work to create a platform for inspiration and knowledge. Its platform includes not only magazines, but also awards and events. Not all…
FRAME can develop its own language and its features are widely known. Do you think more needs to be done?
Thank you, but there is still a lot of work ahead! To provide even more insightful and valuable information about spatial design, we need to take more steps when it comes to content creation. We increasingly take on the role of guiding interior design professionals on their path to growth. The interior design community should be able to trust FRAME as a trusted partner in shaping the future of the profession.
What do you enjoy most about being editor-in-chief? And what should responsible, socially conscious editors consider when managing their teams and magazines?
My team is made up of talented and experienced editors and designers. In my opinion, these people should have a sufficient degree of autonomy to be able to take pride in their work and take responsibility. My role is to provide the conditions for this. It’s about creating rules that are clear enough to keep your team grounded and feeling safe and heard.
Who inspires you right now? Is that the reason?
Numbers no longer inspire me. Rather, new and interesting phenomena are more stimulating. For example, what happens in technology, everything that affects our life and work. Think XR (editor’s note: augmented reality) and AI (editor’s note: artificial intelligence). But I’m also inspired by how the world has changed since the coronavirus crisis. Who would have thought that work from home (WFH) would become the norm? The result is an increased focus on wellbeing and sustainability in spatial design, creating new ways of designing the built environment.
FRAME Insights examines important issues that affect society as a whole and require us to think deeply about the times in which we live. How do you understand where we are now?
These are very interesting times. We have to face all kinds of crises. On the one hand, this is scary, but on the other, it is a great opportunity for change. And changes are occurring in design and architecture. Last year we collaborated with Huawei to create a very interesting documentary series called “Life of Tomorrow”. We interviewed and filmed 30 creators and scientists from around the world. If you watch all four episodes, you’ll see some big changes coming.
When it comes to sustainable progress, architectural design has great potential to show the way to best practices, responsible use of natural resources and greater use of recycled materials. But are these practices available to everyone or do they depend on budget availability? Is design really democratic?
See above. Change is happening. It’s not always about the budget, but mainly about understanding and creativity. You can do a lot with a small budget if the client allows, you know what to do and you’re creative enough to work around the restrictions. I’ve never seen so many interiors made with raw and recycled materials. Make good use of even waste. Stop hiding behind a small budget all the time.
Let’s go back to FRAME magazine and its next 25 years. Over the years, you’ve tried to diversify FRAME’s activities, from retail and pop-up shops to events, client consulting and the launch of the FRAME Awards in 2017. Looking back on this amazing experience, tell us your thoughts. Is it on the horizon for you?
FRAME Magazine, We are working on creating an online membership program based on all the ways to inspire, learn and meet others. We continue on this path of inspiring, educating and connecting all stakeholders in the interiors industry. Our goal is to support the creation of meaningful spaces – interiors that are meaningful for all and that help improve natural diversity while minimizing our impact on the planet.
Additional questions: Is there anything else you would like to share?
FRAME Magazine, We appreciate Salone’s efforts to increase its digital presence. It is important to do more than just hold such a fair once a year.
FRAME Magazine, Salone del Mobile also represents a concrete commitment to finding solutions and implementing best practices. Joining the United Nations Global Compact, publishing green guidelines for exhibition planning and installation, and working towards ISO 20121 certification for sustainable event management will ensure that environmental, financial and social responsibility is an absolute priority in 2023. This means it is a priority. April issue (18-23rd).
