Playtype Foundry and concept store by e-Types

e-Types, a typeface brand and design strategy agency based in Copenhagen, Denmark, have recently opened a shop for their type foundry. This concept shop allows the public to buy digital fonts on USB sticks in-store and online, as well as various memorabilia with printed typefaces, such as t-shirts, mugs, books and posters. The oversized, printed letters on the entrance and windows of the shop front make a big statement and attract people to enter the shop.

“We’ve always been type nerds. It’s what founded our company and what keeps the midnight oil burning at e-Types, with people spending hours on the correct curvature of a “C” or the appropriate amount of space around an “A”. Typography is essential to who we are as a firm but also for the work we do for our clients; much of a company’s identity rests in its use of type. Just think of Coca Cola or IBM. Releasing our fonts like this is a way of signaling that we want to put Danish type design on the map” says Jonas Hecksher, Partner and Creative Director at e‐Types.

Architects and designers have always had strong opinions on different fonts, for example one of my favourites is Helvetica. The book, ‘Helvetica Forever; Story of a Typeface’ was described by Wallpaper magazine as ‘The perfect book for design obsessives’. 
Edouard Hoffmann, Notebook, 1956-1965.