The unique idea of this shop lets customers buy digital fonts in a physical space.

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.

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