Playtype is about adding lifestyle to a rather complex and introvert world of typography. It is about making the intangible tangible by setting the scene in a physical space — the Playtype concept store.
The store is a playground where designers and artists experiment freely with ideas that somehow relate to typography. The result is a wider audience understanding typography putting Playtype on the map in the worlds of lifestyle, art and design.
The Playtype brand flips marketing conventions upside-down by creating a physical experience based on a digital brand giving that much needed third dimension.
The purpose is to establish a new dialogue with a wider audience about the significance of typography.