The boundary-breaking, street wear brand A-COLD-WALL* commissioned FormRoom to manufacture and install a Selfridges pop-up concession.
A curated product of British street culture, birthed out of the respected fields of expression, ACW brief called for FormRoom to create an artistic installation to anchor the collection and brand.
FormRoom will move forward as ACW’s ongoing partner for installations globally.
Samuel Ross, the prodigious designer behind A-COLD-WALL*, explores fresh ground in the graphics-heavy world of streetwear.
The London label turns traditionally utilitarian fabrics and silhouettes into street-chic ready-to-wear set against artistic installations. Both the collection and retail space are an anthem to street culture, a perfect mix of minimalism and experimentation.
The retail space was curated in every detail to be aligned with the brand identity—an innovative streetwear collection, defying industry standards, in which the sartorial quality meets the most interesting trends of the moment.
The space was curated in every detail to be aligned with the brand identity.
The fixtures and the finish are great, everyone loves this installation.
Marina Tofari Selfridges VM Manager for Men's, Beauty, Kids & Toys
The concession evokes the look and feel of real stone, creating a contemporary space to showcase the new season collection.
FormRoom crafted the bench and tables using a wooden structure which was filled and sanded by hand to fashion the soft curved edges. We coated the fixtures in a plaster mix and paint to mimic textured concrete and create depth to the finish. The center features a sinuous plastered frame also serving as a sculptural design.
The bespoke rails were powder coated to replicate the flooring and create a cohesive space, almost as if the rails and fixtures had been raised from the floor.
