Amsterdam

Ted Baker

FormRoom were invited to work on three feature walls for Ted Baker’s first store in Amsterdam. Located on the Leidestraat, this unique flagship store takes inspiration from Dutch artists and art movements throughout history.

From Monet’s Impressionism to Mondrian’s De Stijl with a Ted Baker twist.

Project Features

Retail Interior Design
Fit-Out
Interiors & Furniture
Fashion

Design

The venue was dressed with an array of vintage items, sourced from flea markets to create bespoke installations. The first wall displays a panel of painterly jigsaws of Dutch and British artists, and landscapes, forging ties to Ted Baker’s strong British heritage. The desired effect was for it to appear disintegrating into individual pieces falling down the wall.

For the second wall, FormRoom provided vintage girls’ comics and annuals for decoupage, quintessentially portraying Ted’s quirky sense of humour. Low relief panels provided an eye-catching backdrop to shelving and hanging units showcasing products.

From Monet’s Impressionism to Mondrian’s De Stijl with a Ted Baker twist.

This highly successful flagship is beautifully styled, crammed full of fascinating detail and consolidates the Ted Baker brand overseas.

Manufacture

Inspired by Amsterdam cycling culture, FormRoom created a collection of stag head sculptures made from vintage bicycle saddles and handlebars. These sculptures were completed with stained birch plywood plaques and finished with handlebar tape in the store colours of orange and gold, juxtaposing against the blue patterned wallpaper.

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