BY AMFI meets the world of First of August (FoA), a blog created by Karlijn Boersma on August first, 2010. First of August is a raw documentation of artistic life. Shesearches for the true identity of individuals based on their interests and activities. Fashion isn’t just a product; fashion is mixing and connecting different parts of our social life. By doing so, FoA celebrates the beautiful lives and styles of real talented creatives.

A blog, even one with such a strong visual identity as FoA, never remains the same, evolving together with the society that it reflects. Updated daily, a blog is a format or a container serving to store moments that have already passed. In that sense a blog is a 3-dimensional construct: the hight and width of the screen + time. BY AMFI as a retail concept space is also a 3D being: the hight, the width and the depth. In order to combine the two worlds into one experience, we give the blog depth and our store the dimension of time. As looking into personal spheres of interesting individuals is a big part of FoA's identity, we involve them to co-create that movement. The store will show small, daily evolution, reflecting the one of a blog, that is only possible to observe if you have a look back.

 www.firstofaugust.com                                               www.shopfirstofaugust.com