Great to have you here!

This platform is under construction and will continue to develop in the near future - together with you, from experts for experts. Stay tuned!

Interview with Angelika Niestrath

Ms. Paper & Friends: Storytelling in Concept Stores

4 Apr 2024

Surprise and inspiration, unique discoveries, interesting stories, authentic shopping experiences – that’s the aim of Angelika Niestrath's concept store "Ms. Paper & Friends" at Ambiente. Whether it's stationery, books, vintage furniture and home decor, or plants and flowers – in her special presentation the curator combines the most diverse assortments in an imaginative and playful way.

“The story behind the products is crucial – products that have tales to tell. What's intriguing is both the narrative behind the products themselves and the stories of the people who craft them.“

Angelika Niestrath, Curator Ms. Paper & Friends at Ambiente

In the interview, Angelika Niestrath explains the significance of storytelling and presentation for the success of the store, illustrating how the integration of traditional and modern elements creates an inviting atmosphere. Additionally, she emphasizes the importance of digital presence to reach customers around the clock.


  • Storytelling around products and the store enhances customer engagement and enhances the shopping experience.

  • Combining vintage objects with modern products offers customers a diverse selection and inspires new design ideas.

  • Establishing a digital version of the store enables customers to shop around the clock and expands the reach of the brick-and-mortar business.

Expert information

As a trained bookseller, Angelika Niestrath worked for various book publishers. In 2006, she founded the Nonbookareal at the Frankfurt Book Fair, which she still manages today. From 2013 to 2020, she designed the special show Mr.Books & Mrs.Paper at the Frankfurt Paperworld – an innovative staging concept for books, stationery and writing materials. Since 2023, she has continued the project with the name "Ms. Paper & Friends" for an expanded target group at Ambiente. In her virtual showroom, she guides visitors through the special presentation.