Dover Street Market - London

Link to Project Page on Website

FormRoom collaborated with design agency Substance & Inhalt to design and manufacture pop-up displays for luxury fashion house, Balenciaga.

Making its official debut across global Dover Street Market stores in Los Angeles, New York, Singapore, Beijing, Tokyo and London, the pop-ups celebrate the latest luxury eyewear launch.

The pop-up design features site-specific installations of custom-built stands, podiums and freestanding, mirrored walls. This combined with large scale light boxes showcasing the new Balenciaga Eyewear campaign and branded elements to accentuate the space.

Keeping with Balenciaga’s high-quality yet minimal aesthetic, material choices and refined details were crucial. Our production team applied their extensive experience with luxury materials and manufacturing techniques to engineer fixtures to the highest possible standard. This intricate knowledge gave life to sophisticated and elegant pop-up elements.

The structure of the main elements are manufactured in mild steel and then powder coated in a soft grey, including bespoke eyewear ‘aeroplanes’ to hold the product. Dielectric mirror was then installed over acrylic mirror to create a warped illusion whilst retaining a luxury aesthetic for the front panel.

On three of the stands, the rear is constructed with an outer layer of clear acrylic to frame and a duratran print mounted to an opal diffuser and then back lit with 8mm thick light sheeting.

A multi-material structure keeps the weight to a minimum and casters are added to allow ease of transportation. Dielectric mirror is installed onto the top of the podium over a Samsung screen allowing the image to be reflected off the mirror to achieve a premium finish.