Brickfields, Unit 302, 37 Cremer Street, Hoxton, London, E2 8HD
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 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.
We love their nods to the macabre for Jack the Clipper’s concept in the City of London, which along with imagery and messaging, includes the use of red herringbone tiles seeping ‘blood’ across the floor. It’s a beautifully executed concept with real attention to detail.
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 and has created a concept that has evolved and continued to have a life, with new pop-ups subsequently appearing across Europe. Alongside, we see Milk Train, another ice cream concept from the consultancy, this a contemporary take of a bygone era, with rail carriage seating and clicker ‘departures’ menu board, it also features an ingenious toppings VM piece which takes centre stage at the service counter.
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.