This is heaven for most graphic designers, including myself. PlayType is a font foundry. But E-Type has taken this concept to a new level. They have created a retail experience for something everyone usually buys and download over the internet. Here you can go to buy fonts straight over the counter, sold in designed USB sticks that look like a credit card. Perfect gift for a designer. In addition, they sell their own products such as posters, mugs, T-shirts, handbags, etc., all displaying the fonts they sell. The retail design is simple and makes the products shine. I love the window signage, dramatic and visible with a capital letter. Bold and beautiful!