MENDO and Union present Frame/Work
New book
The first MENDO publication of 2019 is a fact: Frame/Work, created in collaboration with Union, is a book that inspires every young metropolitan citizen.
MENDO’s first book of 2019 bundles a collective of young urban professionals who take on life in the city with attitude and energy – despite the many bumps that may be on their routes. In collaboration with Union, Frame/Work tells their stories through words and images that inspire you to do the same.
Elmer Oomkens & Francesco Grassotti — white label coffee
‘You could say it is an offline influencer strategy.’
‘You could say it is an offline influencer strategy.’
About a year ago we first came in contact with the Dutch bicycle brand Union. A typical Dutch cycling company that has been making bikes since 1904. Union has been around for over a century, but that doesn’t make them a traditional company. When they wanted to do something different in terms of branding, they ran into MENDO. In the past year Union collected stories from various remarkable people who add color to their city. These stories were captured by photographer Jacob van Rozelaar and written by Claire van de Graaff. The result is a beautiful book that inspires every young metropolitan citizen. Union’s Brand Manager Hugo Velthuis is pleased with the result. “I can’t stop talking about it. At first, the plans were there for an online campaign. But as things got going, we saw potential in making a book out of it. My colleague Sven Muts worked together with creative strategist Ivo Kleppe to find the best way possible and we found out MENDO was the best partner for the job.”
![]([{"width":300,"height":431,"src":"https:\/\/www.mendo.nl\/wp-content\/uploads\/2019\/01\/mendo-book-union-framework-cover-3-300x0-c-default.jpg"},{"width":500,"height":718,"src":"https:\/\/www.mendo.nl\/wp-content\/uploads\/2019\/01\/mendo-book-union-framework-cover-3-500x0-c-default.jpg"},{"width":700,"height":1005,"src":"https:\/\/www.mendo.nl\/wp-content\/uploads\/2019\/01\/mendo-book-union-framework-cover-3-700x0-c-default.jpg"},{"width":900,"height":1292,"src":"https:\/\/www.mendo.nl\/wp-content\/uploads\/2019\/01\/mendo-book-union-framework-cover-3-900x0-c-default.jpg"}])
Rein Rambaldo — MaMa Kelly
MENDO’s Roy Rietstap: “When Union approached us they quickly made clear that it shouldn’t be a commercial brochure. So we treated the book like we would do usually, and created something that fits in people’s homes and in our store. That means a focus on visual inspiration, strong typography, and a classic linen cover. One of the first photo shoots and interviews was with our very own Gunifort. He embodies the characters Union was looking for for this book. We used one of his photos for the mockup and it turned out it fitted very well in the concept design of the cover. We kept saying: “We will find a better image along the way.” But even when we received the very last images, this image captured the concept of the book best. So we choose to use this image for the cover, despite the fact that it is a portrait of Gunifort.” Besides MENDO’s Gunifort Uwambaga the book features Elmer Oomkens & Francesco Grassotti, Nigel van der Horst, Lydian Zoetman & Michel Ordeman, Emile van der Staak, Silke Tijkotte, Daan Smeltzer, Clarissa Slingerland, Rein Rambaldo, Sebastiaan van Bokkel, Ralph Behouden, Annemoon Geurts, Rogier de Haan, Britt van der Does. Fourteen chapters covering the unique stories of these engaging individuals.
“It wasn’t our purpose to make a commercial for Union,” Hugo Velthuis explains. “We wanted to create a book that appeals to our clientele. A book that shows what we stand for as a brand, with inspiring people who can reach a certain audience. You could describe it as an offline influencer strategy. Instead of Instagram, we used this book as our platform.” You too can be an influencer! If you buy Frame/Work this month, you’ll have the chance to can win one of the two Limited Edition MENDO/Union Flow bikes. According to Hugo it is “a very nice bike. Your position is always perfect, and it comes with premium accessories such as leather seatings.” Winners will be announced in February.
About the book Frame/Work is an initiative from Union and MENDO and tells the story of fourteen daredevils in their urban habitat, how they see the world, and the lifestyle that makes it their own. Frame/Work is written by Claire van de Graaff and photographed by Jacob van Rozelaar. Order now for a chance of winning one of the two Limited edition Union Flow bikes. Shop
Continue reading
Jimmy Nelson: “I’d like people to participate in what I feel and see”
Interview
Renowned photographer Jimmy Nelson will sign the long-awaited sequel to Before They Pass Away at our Berenstraat flagship store, from 14:00-16:00 on Sunday 23 September. MENDO chats with Jimmy about…
The world behind the world of Apartamento
Interview
Apartamento "the world's hippest magazine", celebrated their ten year anniversary with a book; The World of Apartamento. In honor of this release, MENDO had a Q&A with co-founder and designer…
How we translated the world of Casper Reinders into a book
Made by MENDO
This book is unlike any other. And although there are more publishers saying that, we promise you, there’s absolutely nothing like this. Casper Reinders greatest interiors are collected in our…
Winners Sleeping In Style Amsterdam announced
Our Sleeping In Style competition has come to an end and we're delighted to announce the 9 fortunate winners.
Where runway meets the street, according to Highsnobiety
Interview with Jian DeLeon
Highsnobiety is an online publication that covers trends and news in fashion, art, music, and culture. It recently launched its first book. MENDO talked with Highsnobiety’s Editorial Director Jian DeLeon.
MENDO opens new store at Hotel De L’Europe
The new MENDO
The word is out: in March, MENDO will open a new store at Hotel De L’Europe in Amsterdam. Here’s how the design, created by our friends from Nicemakers, came to…
Photographer
In our series Shelf Sessions we climb the shelves of MENDO’s friends. In this episode: Pieter Henket, a Dutch photographer in NYC. Check some of the books we spied on…
Getting naked with Iman Whitfield
Iman Whitfield on the curation of #SENDNUDES
Our newest book is in print! #SENDNUDES showcases stunning images from the world’s biggest talents in nude photography, curated from a female point of view by Iman Whitfield. We sat…
See Ferry van der Nat’s ‘Originals’
Exhibition at The Ravestijn Gallery Amsterdam
From the 17th of February till the 1st of April, the Ravestijn Gallery will exhibit ‘Originals’, the work of Ferry van der Nat. At Ravestijn, Van der Nat's sensual polaroids…
Who the f*ck is Adam Katz Sinding?
A WhatsApp conversation with the photographer of This Is Not A F*cking Street Style Book
"I wasn't born with much of a filter. So when I see bullshit, I call "bullshit". A WhatsApp conversation with the photographer of This Is Not A F*cking Street Style…
Erwin Olaf in conversation with Erik van Ginkel
Interview
Galerie Ron Mandos, MENDO and Studio Erwin Olaf present Erwin Olaf, April Fool 2020. In August Erik van Ginkel, Managing Director of Rijksmuseum Amsterdam, sat together with Erwin Olaf and…
Easter egg hunt 2020: it’s a wrap
Thank you for joining
The Easter egg hunt has come to an end. Out of hundreds (!) of contestants, 41 were lucky to receive giftcards up to € 250. Will you join us again…
How Chanel became a lasting name in fashion
Inside fashion houses
With the greatest names in fashion all under one roof, you could consider MENDO the house of all houses. In every episode we highlight one of the biggest names in…
Virtual Signing Session with Pie Aerts
Virtual Signing Session
On Sunday 10 May, we held our second Virtual Signing Session with none other than Dutch photographer Pie Aerts, who signed his book "Tales from the Roads Less Traveled" for…
Selected by MENDO's Daniël Ferwerda
At MENDO, we love to be inspired by everything visual. This time, MENDO's Daniël Ferwerda selected 9 inspiring images from 9 inspiring books.
You're welcome to visit MENDO at Nieuwe Doelenstraat 10 in Amsterdam. We're open from Tuesday to Sunday.
Winter-themed books
Brace yourselves… It’s getting colder, which means more time to crawl up with your favorite books. We’ve selected some of our favorite winter-themed titles for you. Books that will definitely…
This Saturday: Daniel Arsham book signing at MENDO
2.30 - 3.30 PM
Saturday 12 January 2019: book signing session with Daniel Arsham. 2.30 - 3.30 PM at MENDO, Berenstraat 11 Amsterdam.
Visual inspiration #3: Illustration
The best images from books at MENDO
Visual Inspiration #3 is all about the use of Illustrations in books.