FormRoom were invited to work alongside creative agency, Anyways Creative to produce and install a pop-up shop to celebrate the launch of Converse X JW Anderson collection.
We were tasked with creating a pop up shop in collaboration between fashion designer, JW Anderson and iconic sneaker brand, Converse. The exciting partnership in its second season sees JW Anderson rework the classic Chuck Taylor All Star 70 trainer for ‘The Toy Collection’, and the production of a Converse X JW Anderson pop-up to match. 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.
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.
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 JW Anderson X Converse pop-up shop, located in the heart of Soho was the perfect environment for a colourful, explorative collaborative brand activation. The pop-up’s gallery was also host to a programme of events, talks and workshops with curators, editors and artists shaking up the industry and turning heads. A perfect example of a brand capitalising on the flexible retail format to deliver engaging and relevant brand experiences for its audience.