Playtype is an online type foundry and concept store launched 1st of December 2010, Værnedamsvej 6, Copenhagen, Denmark. As a collaboration between everyone in the e-Types team, we did everything from marketing & PR, to designing products to sanding down the walls. Concept spiel below.
In connection with the revamp and launch of our online type foundry “playtype.com” e-Types decided to open a typographic concept store – Playtype proper or simply “Playtype” – located in the heart of Copenhagen, Denmark.
Basically we love typography – It’s what founded our company. It’s what we work with day in, day out and it’s what continues to make us geek out long into the night. We wanted to create a space where we could share that passion for ligatures and baselines, tracking, kerning and all the other (admittedly slightly nerdy) joys of type.
We´ll be releasing over 100 new fonts by e-Types as well as longtime friends and partners – the prolific London-based typographers A2/SW/HK run by Scott Williams and Henrik Kubel. Also we´ll feature a number of products and editions – some by our own hand, some with a little help from our friends in the design and art world. So if you stop by Copenhagen, do come by for a chat at what we are proudly calling the worlds first brick and mortar type shop. And if your not, go have a gander at the fonts over at playtype.com.
Check out the little “viral” promo we did for the shop here
Playtype (the store) has been featured far and wide – notable mentions are Monocle, Dezeen and PSFK