The Toy Collection

Converse & JW Anderson

FormRoom were invited to work alongside creative agency, Anyways Creative to produce and install a 4-day pop-up to celebrate the launch of Converse X JW Anderson collection. The latest collaboration between fashion designer, JW Anderson and iconic sneaker brand, Converse.

The exciting partnership, now in its second season sees JW Anderson rework the classic Chuck Taylor All Star 70 trainer for ‘The Toy Collection’. Inspired by his love of collecting art, Anderson drew inspiration from the ceramics and sculptures by artist, Ron Nagle. The Toy capsule celebrates bold colours, immaculate patent vinyl finishes and oversized textured laces.

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Retail Interior Design

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Design

FormRoom produced the playful pop-up gallery which incorporated the Playground theme key to the overall concept. The store design looked to replicate the traditional visual language of an art gallery.

Blocks of various shapes, materials and colours were stacked up to form interesting display plinths, each representing a trainer’s colourway.

Rough terry towelling fabric, a nod to the laces, was used to clad the back wall and column of the gallery. A bespoke, gradient wall that mimics their most vibrant colourway trainer brings a focal point to the gallery and creates a photo op key to generate marketing content.

CONCESSIONS & POP UP DESIGN

The store design looked to replicate the visual language of an art gallery.

“From my very first pair, Converse have represented such a radical movement in style and culture. The contrasts and similarities between the world of Converse and the world of JW Anderson creates a space of culture tension that’s a dream to play within as a designer.”

J.W. Anderson

Manufacture

Bespoke softplay units that mirrored the blocks forming the plinths were produced with a gloss PVC finish in keeping with the playful materials used in the collection. Adding to the playground theme, customers were encouraged to play and build modular shapes with the colourful foam blocks. These interactive moments put visitors at the heart of the collaboration and become part of the artwork itself.

The gallery was also host to a programme of events, talks and workshops with curators, editors and artists shaking up the industry and turning heads.

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Converse & JW Anderson

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