It's all about the art, so why are we so concerned about frames?
The right frame can give a work of art a higher perceived value.
A bad frame can do the exact opposite.
Meet Alex Reyes, the maker of The American Design Club Frames.
What's the difference between a high-quality frame that is made by one person and a low-quality frame that is made by anonymous people and machines? The obvious answer is quality. The not-so-obvious answer: the thought process behind the frame's design, which enhances the art.
"The wrong frame can degenerate the beauty of a work of art, so we consciously created frames with a single purpose: to enhance the artwork within."
What is The American Design Club/Why Make Frames?
The American Design Club represents American designers, makers, and artists. The company also produces its own products. Kiel Mead, director of The American Design Club, along with Alex Reyes, the company's designated maker, wanted to create a product that could be sold at the American Design Club's multiple retail locations, without having to compete with the brands that the company represented.
That's how they came up with the idea to produce frames. The frames drastically improved the display of prints and artwork at the Club's retail locations. Going from prints in vinyl sleeves, stacked in easels, to hand-crafted wooden frames adorning the walls of the company's retail spaces, created a huge visual difference, and more effectively conveyed the actual value of these prints.
More About the Prints:
The prints at The American Design Club are letterpress and screen prints that have been created in print studios in the U.S. Each work is typically one in a series, giving customers the opportunity to collect and own real artwork.
What is unique about The American Design Club's Frames?
The American Design Club's frames were designed to be sleek and unobtrusive. They have long, thin lines that act as a succinct border that draws the eye to what's inside of those lines. Walnut and red oak are the two material choices, and custom colors can be added by request.
About the Process:
Each frame can take between one and two whole days to complete. The American Design Club receives large 10 foot planks of walnut and red oak lumber from local lumber yards. Alex then rips each plank into smaller pieces that can be used to create the frames. A process that includes ripping, planing, milling, cutting, sanding, nailing, gluing, branding, and finishing can take several days.
The Frame and the Artwork:
In the end, once the artwork is put into the frame and you look at it, they look like one object, rather than two. A framed print becomes a product in itself, and the two work together to enhance the value of the other.