Milk Train Milk Train approached FormRoom to design and produce an immersive space that catered primarily to their diverse Instagram demographic who have propelled the brand to instant online fame in 2018. FormRoom worked with the brand to strategize and evolve upon their four core pillars; Surreal, Timeless, British and Immersive. FormRoom created a unique, dream-like landscape for the Milk Train customer. A predominately monochromatic palette is utilized to echo the Art Deco movement popularized amongst traditional train stations and platform iconography. Covent Garden was to provide the core brand design blueprint, by which all future sites will evolve from.
Feya Celebrated London café Feya invited FormRoom to create a truly unique and fantastical interior for the launch of their latest flagship space. Located in the heart of west London’s most desirable and luxurious shopping district alongside Harrods, the space is set to be a destination for shoppers looking to escape the bustling outside world. The interior brand design follows a playful narrative with a maximalist feel, where customers are taken on a journey through enchanted forests into a world of illusion and fascination.
Facegym FormRoom continued their collaboration with FaceGym to design and implement their first permanent concession at the world-renowned Selfridges, London. FaceGym is a world-first beauty work out, combining facial muscle stimulations, massage and bespoke products. FaceGym takes a training approach to beauty and health experiences – crafting face treatments to target the 40 facial muscles. FormRoom worked to connect the FaceGym brand identity with customer experience. The new workout studio invites customers to experience FaceGym’s signature workouts by qualified trainers. Additionally, individual DIY stations have been created for customers to try out the FaceGym products for themselves. This offers a distinctively faster paced experience to that of the retail stores.
Cole & Son Continuing our partnership with renowned, luxury wallpaper brand Cole & Son, FormRoom unveiled an Andalusian-inspired showroom to debut the brands new ‘Seville’ collection at Paris Déco Off 2020. Located in the Parisian district of Rue de Seine, the vibrant pop-up took inspiration from architecture, music, flora and culture, transporting visitors from the streets of Paris to the sun-drenched, poetic gardens of Southern Spain. While speaking to the design criteria, ‘Bringing The Outdoors In’.
Dyce Emerging dessert parlour, Dyce approached FormRoom to develop a dynamic and fantastical interior brand identity. Whilst the brief called for an ‘Instagramable’ interior, FormRoom pushed to develop the concept even further, incorporating elements that invite playful interaction in movement to also appeal to video sharing platforms like Tik Tok or Snapchat. Evolving upon the three brand pillars; Approachable, Unexpected and Immersive, FormRoom created a memorable aesthetic with a fusion of youthfulness and Salvador Dali inspired surrealism. The space illustrates a conceptual take on the desert ingredients, including melting ice cream and bubble tea. A moment of childlike escapism balanced with a contemporary edge. The bustling hub of James St, Marylebone provides the design blueprint and first permanent space for the Dyce brand.
Design The pop-up design features site-specific installations of custom-built stands, podiums and freestanding, mirrored walls. This combined with large scale light boxes showcasing the new Balenciaga Eyewear campaign and branded elements to accentuate the space. Keeping with Balenciaga’s high-quality yet minimal aesthetic, material choices and refined details were crucial. Our production team applied their extensive experience with luxury materials and manufacturing techniques to engineer fixtures to the highest possible standard. This intricate knowledge gave life to sophisticated and elegant pop-up elements.
ME Hotel FormRoom were invited by Luxury hotel ME London to deliver a unique winter experience to launch the festive season at the exclusive Radio Rooftop bar. #AprèsWithAView, London’s latest experiential rooftop bar, transforms the usual urban oasis of the Radio terrace into a winter wonderscape. Renowned for its enviable views across the iconic London skyline, the cable car installation transports guests from city rooftops to the alpine slopes of Courchevel.
Last year FormRoom turned forty and to celebrate, we’ve been reflecting on our past projects and company history. At the heart of FormRoom is a family with a creative vision and their we continue their legacy 40 years on. The Constantine family started the business as Prop Studios, crafting iconic displays for brands like Chanel, Selfridges and Liberty.
As Prop Studios created a reputation, demand grew and so did the company. Increasing production capacity with a workshop allowed the team to excel with clients, projects and creativity. Fast forward to 2008 and FormRoom launches alongside Props, with attention on interior architecture. As the industry evolves, so did FormRoom and we’re delighted to be offering insight, brand identity, design, production and strategy.
To celebrate our forty years, we’ve created a video of our history and milestones. We hope you enjoy watching, just as much as we’ve enjoyed reflecting on four remarkable decades.