Bathroom brand Vitra has opened a new flagship showroom for retailers, architects and designers in the heart of London’s design hub in Clerkenwell.
The 5,600sq ft showroom is designed to showcase all of Vitra’s product portfolio as well as serving as a hub for events and workshops. The London showroom is the company’s sixth flagship showroom, joining those in Istanbul, Cologne, Dubai, Mumbai and Moscow.
It will be fully open on April 12 by appointment only and the virtual opening event took place on April 1. Currently workshops and talks will be hosted from the space, but broadcast digitally while social distancing restrictions are still in place.
Levent Giray, managing director of Vitra UK, said: “The launch of our flagship Vitra London showroom marks the beginning of an exciting new chapter for our business, enabling us to engage more effectively with our national and international client base.
“Vitra London will allow us to further connect with the architect and design community through a constructive, regular dialogue to devise new methodologies, concepts and solutions in a stimulating and dynamic environment.
“Despite the unprecedented challenges related to the Covid-19 pandemic, we are delighted to launch our flagship showroom in order to offer our partners and clients a fully integrated service for their bathroom projects, including design consultations and specification support.”
The showroom features a variety of room-set displays and also gives customers the opportunity to view its full range of sanitaryware and brassware in one place. Customers will be able to interact with products thanks to fully working displays and enjoy an immersive experience in the 4D theatre.
The showroom also features Vitra products made in collaboration with world-renowned designers such as Ross Lovegrove, Terri Pecora, and most recently, Claudio Bellini and Arik Levy.
The showroom was designed in partnership with TP Bennett, an architectural firm in London. Julian Sharpe, principal director at TP Bennett, said: “The London showroom marks a pivotal moment for Vitra and we were delighted to be part of such an important project for the brand. Vitra London was designed with the local Clerkenwell creative community in mind. The different zones, from the specification space to the Vitra talks area, offer niche, social spaces that will foster conversations with customers and the A&D industry.”