ARAM will host a pop-up shop by the Danish type foundry Playtype, from 18th April to 6th May. The Copenhagen-based company will have its covetable posters, mugs, stationery and accessories for sale for the first time outside of Denmark, all in one place, at our Covent Garden showroom in London.
Playtype was founded by e-Types, one of Denmark’s foremost branding and design agencies. Located in the heart of Copenhagen, Playtype was born out of the agency’s love of typography. Their talent for creating unique typefaces was combined with beautiful lifestyle products, and the two were an instant match. The Playtype store opened in Copenhagen in 2010. This small, bold and sleek shop has become a destination for anyone visiting the cool Vesterbro neighbourhood and Playtype products have quickly become synonymous with cool Scandinavian style.
“We are thrilled that Playtype will be popping up at ARAM,” says Ruth Aram. “They have a unique spin on typography and their products are both beautiful and design-led. We are looking forward to seeing how they will interpret their Copenhagen sensibility in London.”
Jonas Hecksher, Creative Director and Chief Font Designer at e-Types, explains, “Applying our fonts to products for Playtype is our way of signalling that we want to put Danish type design on the map.”
Rasmus Drucker Ibfelt, Creative Director at e-Types and Playtype, continues: “It is in the meeting of typography and beautiful products that the Playtype universe is created, and with our clean cuts and bold shapes it is clear to see our Scandinavian roots. True to our name we put a playful spin on the classic world of typography – bringing life, colour and edge to the craft.”
Playtype will be selling its iconic collections in the pop-up shop, offering a variety of bold and beautiful products ranging in size, colour and design. All designs are created with the specially drawn Playtype typefaces, mixing typography and graphics. The collection includes notepads, posters, mugs and much more. Playtype only prints on FSC certified paper with Pantone colours, always ensuring products of the highest quality.
With the Playtype pop-up shop running simultaneously with neighbouring Somerset House’s annual graphic arts festival ‘Pick Me Up’ (21st April – 2nd May), graphic design and typography fans have much to look forward to this spring.