The Value of Physical Retail Space for Native Digital Brands

Kicking off the 2024 FRAME Awards season as the first winner, El Departamento’s design of omnichannel optical retailer PJ.Lobster’s Barcelona Born location uses its monochromatic interiors to inspire a dynamic physical retail experience.

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Photo credit:
El Departamento

Marking a longstanding collaboration between optical brand PJ.Lobster and design studio El Departamento, the brand’s store in Barcelona’s Born district has been awarded as the winner of the November FRAME Awards (Single-Brand Store, 8.04). The PJ.Lobster Optical Boutique employs a stated monochromatic look to create a dynamic retail environment, underscoring the importance of physical space for digitally focused brands.

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Photo credit:
El Departamento

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Photo credit:
El Departamento

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Photo credit:
El Departamento

FRAME Awards 2024

  • Early Bird : 1 November 2023 - 22 November 2023 | €175
  • Regular Submission : 23 November 2023 – 17 April 2024 | €275
  • Late Submission : 18 April 2024 – 8 May 2024 | €375
Key Dates
  • Submissions close : 8 May 2024
  • Monthly winner announcements : November 2023 – August 2024
  • Shortlist announcement : 12 September 2024
  • Winners announcement : 17 October 2024

About FRAME Awards

FRAME Awards is an international competition and awards program that celebrates and recognizes outstanding achievements in the field of interior design and product design. Organized by FRAME, the FRAME Awards offer a platform for designers, architects, companies, manufactures, and creative professionals to showcase their innovative work and push the boundaries of design. Established with the aim of honoring excellence and fostering dialogue, the FRAME Awards showcase the most remarkable and forward-thinking designs across various categories, including retail, hospitality, work, living, shows, institutions, and product categories such as furniture, finishes, lighting, and more. The awards program seeks to highlight designs that demonstrate their creativity, functionality, innovation, and sustainability. What sets the FRAME Awards apart is its deep-dyed scoring process: a monthly panel of international experts, including leading architects, designers, and industry professionals, carefully assesses each submission. Along with the yearly awards, every month FRAME announces 5 top-scored spaces and products, regardless of their category.