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Frame Magazine – The Great Indoors, Issue #64, September/October 2008
Frame is an Amsterdam-based international magazine dedicated to interior design, spatial design, and architecture. Published six times a year and distributed across more than 70 countries, Frame is one of the most widely read and respected interior design publications in the world, reaching architects, interior designers, spatial designers, retailers, and design professionals across Europe, North America, Asia, and beyond. The magazine covers spatial concepts, interior projects, products, and design thinking, with a consistently high editorial standard and strong international credibility.
Issue 64 (September/October 2008) is themed around Work & Play, covering topics including the green office, the work of Japanese design studio Nendo, and an interview with Jasper Morrison on design, mistakes, and pollution. The issue also contains coverage of 100% Design Rotterdam, one of the Netherlands’ leading annual design fairs.
Wide White Woods – 100% Design Rotterdam Coverage
Page 222 of the issue features an editorial product roundup titled “Wide White Woods,” presenting a selection of furniture and interior products shown at 100% Design Rotterdam. The article’s subtitle reads: “Rotterdam went back to basics with a host of furniture that lived up to the name 100% Design.” The page presents four products selected from the fair, each with a photograph and a short editorial description. The products featured are Light Facet by Studiobloomm, the Kitt’Table by Zuiver, the Casalino chair reissue by Casala, and the Frame chair by Chair Baltic.
Light Facet by Bloomming
Light Facet is the first product presented on the page, given prominent placement in the left column with a full-height vertical photograph showing the screen suspended from the ceiling. The editorial describes it as composed of diamond-shaped modules that rotate independently of one another. The product is characterized as a room divider or blind that plays with light and shadow to create a beautifully patterned surface. The description notes that the product relies on a smart click system and can be assembled in any size to fit any space. The product is credited to Studiobloomm, with the website www.studiobloomm.com listed.
Publication Context
Frame Magazine’s coverage of 100% Design Rotterdam placed Light Facet within a highly curated editorial selection of standout products from one of the Netherlands’ most important annual design events. Being chosen as one of only four products highlighted from the entire fair — and receiving the lead position on the page — represented a meaningful editorial endorsement from one of the most authoritative interior design publications in the world.
Frame’s international distribution meant that this brief but prominent feature introduced Light Facet to a global audience of design professionals, specifiers, and architects who would not necessarily have attended 100% Design Rotterdam in person. At the time of publication, Bloomming was operating under the name Studiobloomm, reflecting an earlier phase of the studio’s identity before the Bloomming brand was established.
Publication Details
Publication: Frame – The Great Indoors
Issue: #64
Date: September/October 2008
Article title: Wide White Woods
Section: Furniture / 100% Design Rotterdam
Page: 222
Product featured: Light Facet room divider
Company: Bloomming (listed as Studiobloomm)
Designers: Bas van Leeuwen & Mireille Meijs
Category: International interior design and architecture magazine
Why this feature mattered
Frame Magazine was, and remains, one of the most influential interior design publications globally. Editorial selection in Frame — particularly within a fair roundup where only a handful of products are highlighted from an entire design event — carried significant weight in the professional design community. The feature placed Light Facet in front of an international audience of specifiers, architects, and interior designers at an early and formative stage in Bloomming’s development, helping to establish the product’s credibility within the international interior design market. The prominent positioning of Light Facet as the lead product on the page, ahead of established brands such as Zuiver and Casala, further underscored the editorial recognition the product received.
