The Danish strategic brand and design agency, e-Types conceived a novel idea with the opening of Playtype, a typographic concept store located in the heart of Copenhagen. The store functions as a unique retail tie-in that coincided with the redesign and launch of their online type foundry playtype.com. Huge, bold letters emblazon Playtype’s storefront and like all pop-up shops, it will be only open for a limited time, closing at the end of 2011. Selling fonts in all their manifestations, customers can browse over 100 fonts designed by the agency, and purchases are then stored on USB flash drives resembling credit cards. Other merchandise includes initialled mugs, t-shirts, over sized typeface posters, tote bags, wine and notebooks. And during Copenhagen Fashion Week, the space was transformed into the TITLED TM showroom and venue, celebrating the brand’s inaugural collection.
Jonas Hecksher, Partner and Creative Director at e‐Types describes why the concept store was a logical next step:
“We ́ve always been type nerds. It’s what founded our company and what keeps the midnight oil burning at e‐Types, with people spending hours on the correct curvature of a ‘C’ or the appropriate amount of space around an ‘A’. Typography is essential to who we are as a firm but also for the work we do for our clients; much of a company’s identity rests in its use of type. Just think of Coca Cola or IBM. Releasing our fonts like this is a way of signaling that we want to put Danish type design on the map.”