Frameless, APA London

Located in Marble Arch, Frameless is the largest and the first permanent, purpose-built digital immersive art gallery in the UK. Housed within a re-purposed new build, the design responsibly showcases an intelligent conversion of a commercial space. Viaduct assisted APA London with sourcing furniture for the project, including designs from Hay, &Tradition and Pedrali.

Working closely with APA London, Director Abby Chandler shares:

“As soon as APA London shared details of the Frameless project, we knew that this was going to be a pretty special opportunity. The more we learned about the fantastic technology that underpins this concept, the more intrigued we were to see the experience fully realised.

Having worked with APA London before on several projects, we knew that the same creative energy and exuberance would apply here and so when Frameless and APA London joined us in our showroom, the ideas naturally started to flow.

We had also worked previously with the cafe operator Rhubarb Hospitality Collection and knew they had exacting standards for performance and functionality. Taking into account the need for space flexibility, such as events and day-to-day operations, the selection of pieces really needed to perform well. Products such as flip top bar tables, rechargeable table lamps and smaller portable seating units give the space a multifunctional element whilst never compromising on design, colour and aesthetics.

One of our favourite features is the stepped seating where we supplied custom made seat pads in natural leather to create a soft, informal area. The finishes repeat with the soft seating as you descend towards the cafe, maintaining the visual flow and creating an inviting area to pause and refresh.”

APA London is an architectural and design studio based in Soho, producing innovative and forward designs. Find out more about APA London and their projects on their website: apalondon.com

Photography: Ed Reeve