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Leather and material samples add tactility to the experience as customers design their own bags and accessories on iPads at Mon Purse's concessions in Selfridges, London and Manchester.

Leather and material samples add tactility to the experience as customers design their own bags and accessories on iPads at Mon Purse's concessions in Selfridges, London and Manchester.

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Ted Baker’s Glasgow store celebrates the weird and wonderful Scottish pioneering inventors.

Ted Baker’s Glasgow store celebrates the weird and wonderful Scottish pioneering inventors.

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The ‘Conscious Lounge’ pop-up raised awareness about the H&M's sustainable fashion credentials.

The ‘Conscious Lounge’ pop-up raised awareness about the H&M's sustainable fashion credentials.

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Magnum’s indulgent pop-up delighted visitors as they made their own luxury ice-creams.

Magnum’s indulgent pop-up delighted visitors as they made their own luxury ice-creams.

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FormRoom has created a number of showroom and pop-up spaces for Levi's.

FormRoom has created a number of showroom and pop-up spaces for Levi's.

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Anya Hindmarch's 'bespoke' boutique is reminiscent of a bygone era of retailing.

Anya Hindmarch's 'bespoke' boutique is reminiscent of a bygone era of retailing.

FormRoom


Studio 1, 9 Thorpe Close, Notting Hill, London, W10 5XL

formroom.com

FormRoom was born in 2008, when its founder Nina Constatin divided Prop Studios to create two companies with complementary skills. While FormRoom designs interiors, pop-up stores and lighting, Prop Studios is best known for its window concepts and VM.

Based in London, FormRoom work predominantly with well known fashion brands including Ted Baker, Levi’s and Anya Hindmarch, with whom they’ve had longstanding relationships. Their portfolio of clients also includes Nike, Charlotte Tilbury and H&M and retailers Selfridges, Harrods and Liberty.

Their work for Ted Baker epitomise the quirkiness of this brand with a number of projects in the UK, Europe and the US, each of which adopts a playful and distinctive site specific approach.

Working with Mon Purse they have just created a concession which features a ‘studio space’ where customers can build their own purses and bags. Using swatches and samples in conjunction with a digital platform it provides a good example of the use of tech to facilitate an immersive experiences for customers.

Their recent concept for Facegym uses traditional old school gymnasium hoops in its window display, and as with the rest of the store, they’ve added a contemporary edge to some of the retro elements to create a credible beauty concept.

Perhaps their most well known, and our favourite piece of work, is Magnum’s 25th anniversary launch in Selfridges’ Wonder Room, which brought theatre and fun into ice-cream making.

FormRoom’s projects don’t only demonstrate their knowledge of the sector, but also their passion for detail, throughout the design process and in the implementation of their concepts.

In addition to their client projects they also produce a range of furniture, which they say has ‘a contemporary twist on traditional vintage craftsmanship techniques’ – traits which are also clearly evident in their retail design work.

What we’d say about FormRoom is, don’t pigeon hole them, you never know quite what they’ll be working on next.


Words by Abigail Lloyd Jones


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