Taking the West Coast by Storm: ĘDICULE Fine Framemaking

When Extraordinary magazine first featured ĘDICULE Fine Framemaking in December, 2003, all indications were that it was an exciting new resource for top quality framing, and that it would redefine framing in San Francisco. All this, even though its doors had been open for a mere six months, and even though one of its partners was still dividing his time between San Francisco and his native Amsterdam.

(PRWEB) May 30, 2005 -- Now, a little more than a year later, these ambitious claims have become reality. ĘDICULE has firmly established itself in the Bay Area as the ultimate authority on art framing. Their success is also steadily increasing all along the West Coast.

Peter Werkhoven and Mark Guthrie, the companys owners, never had any doubt.

Not only do they form a formidable team, combining the highest standards of craftsmanship with an exhaustive knowledge of framing styles and history, they both have a passion for their craft and a tireless enthusiasm to share it. This past October that passion was evident as they caused a small sensation with their participation in the San Francisco Fall Antiques Show lecture series.

The response we received [at the Fall Antiques Show] was incredibly positive," says Peter. People are eager to learn about framemaking techniques, for instance, to be able to see and touch twenty-four carat gold leaf. They want to know the significance of the various frame types, and especially about the difference between a good frame and a poor one. We love to show people how to recognize these differences, because it creates a clientele that is more sophisticated, and more appreciative: both of our own craftsmanship, and also of how the right frame can enhance a work of art."

We have hosted several lectures in our shop on Sacramento Street, as well as being invited to speak to local groups here in the city, and as far away as Las Vegas and Palm Desert," explains Mark. Our most popular format is an overview of technique and history. That lecture begins with Peter explaining the steps involved in the framemaking craft: carving the raw wood molding; the application of gesso and ornament; the use of bole and other coloring methods; then gilding, burnishing and antiquing. From there I take over, surveying some of the major frame styles and developments throughout history. People are fascinated with the connections that can be drawn between frame styles and the politics of a particular era. Throughout the lecture, we have demonstrations, slideshows and samples, so that it is a visual and tactile experience, rather than just a talk."

These have all been very well received," Mark continues, and we have even received requests from organizations to donate lectures to charity auctions. This is great fun for us because we get a chance to talk about what we love, and give to the community at the same time."

Their community spirit extends also to promoting local artists. Last August they hosted an entire art show in their store. The show Methods and Materials" was sponsored by Sinopia Pigments and featured the work of about 20 local artists, all who worked ancient natural materials in modern applications. We have an affinity with artists who choose to work with the highest quality materials available, because that is the way we work, too," says Peter. We try to showcase at least one artists work in the store at all times to provide exposure that would not normally be available to them. It also helps us avoid that stark, 'wall of corner samples that you see in most frame shops."

While framing will always be the core activity at ĘDICULE, clients are rapidly discovering that Peters and Marks skill can be extended much further than that. The subject of framing has always been in a nebulous zone, somewhere between art and architecture: both literally and figuratively," says Mark. We use this to our advantage, and are demonstrating the range of our capabilities in the related decorative arts. We are developing a great collection of framed mirrors, we are often asked to do architectural gilding, and we create unique designs for individual clients, such as tabletop easels, and even furniture finishes.
We can do this because we know our craft."

It was Mark who originally chose San Francisco as the location for ĘDICULE. Here there is an affluent population with refined aesthetic sensibilities," he says, and yet there was a void at the very top of the market, particularly with regard to frame restoration. I cannot tell you, since we have opened, how many times clients have come to us, telling us what a relief it is that they no longer have to go to New York every time they need framing done. For me personally, it is extremely rewarding to hear, because I know the New York market inside and out. I worked there for years. I know ĘDICULE is unquestionably in that league."

What is also rewarding," adds Peter, is that we are getting a lot of our work from architects, galleries, auction houses, museums and designers. Not only are we doing framing for many of these firms directly, but they are also referring their clients to us. To get such confidence from other professionals in the field tell us that we are doing something right."

ĘDICULE is taking the West Coast by storm, and by all accounts, this storm has just begun.

# # #