FormRoom has created three feature walls for Ted Baker's first store in Amsterdam.
Located on the Leidestraat, this flagship takes creative inspiration from Dutch artists and art movements throughout history.
The venue was dressed with an array of vintage items that FormRoom sourced from flea markets to create bespoke installations. The first wall displays a panel of painterly jigsaws of either Dutch or British landscapes or landmarks, forging ties to Ted Baker’s strong British heritage. The desired effect was that it was to appear disintegrating into individual pieces against the black wall behind.
The second is a comic book wall that injects the space with a quintessentially Ted sense of humour. FormRoom provided vintage girls’ comics and annuals for decoupage. Additional low relief panels provide an eye-catching backdrop to shelving and hanging units showcasing Ted products.
Inspired by the cycling culture of Amsterdam, FormRoom created a collection of stag head sculptures made from vintage bicycle saddles and handlebars. On the third wall, these sculptures were completed with stained birch plywood plaques and finished with handlebar tape in the store colours of orange and gold.