A look inside this high-street showroom, aimed at interior designers, premium developers, and west London’s smart set…
Located in a prominent highstreet location in the leafy, affluent west London suburb of Chiswick, this is the retailer’s third showroom in the city, after Blackheath and St John’s Wood. CEO Steve Baker says each of the showrooms have been “strategically placed in London’s finest high streets in high-density residential areas with high footfall”.
At around 1,000sq ft, the Chiswick studio took around six months to complete and Baker explains that he wanted to showcase the best of everything they do – demonstrating the design flair and technical skill on offer. The showroom floors feature many of the different tile and flooring options the company sells and there are around two kitchen displays to every four bathrooms.
The company prides itself on providing an end-to-end service, offering all the products and full installation for one single price, for discerning interior designers and architects.
“The most challenging aspect of our business is installation, so our showrooms are predominantly to showcase the high quality work that we produce, as well as providing inspiration for the different styles and fixtures and fittings. Tiles are always best demonstrated in an actual bathroom set where possible, but we also have the big tile gallery, showing all that we do.
“Our mantra is that we sell fully fitted bathrooms, not just bathroom fittings and the same applies for kitchens as well.”
In terms of brands on display, Baker explains that the showroom is well supported by Bathroom Brands – in particular Crosswater and Burlington, but
that much of the product is their own. All kitchens are hand-made to order. The showroom only has a single working appliance – a Quooker boiling tap, “as this is a product that our customers really want to see demonstrated”, Baker adds.
With the window display the aim was to reflect the atmosphere of the nearby park, with dark green painted walls, and tub, and through the Italian green marble tiles. The display also showcases a classic Edwardian style, with a contemporary twist, all in keeping with the local architecture. The hero display, which draws the most attention, meanwhile, features marble style walls, natural stone mosaics by Ca’Pietra, a black painted bath and polished nickel brassware.
To discuss their projects, clients are invited to sit in the tile gallery at the presentation desk, while accompanying children are encouraged to sit with colouring pencils and crayons in the nook.
Baker adds that they were aiming for something highly inspirational, but relaxed too, as well as a place where customers would feel confident to spend their money.
With gold accents and dark greens and blues tying many of the displays together, it also has a feeling of opulence and luxury. “We hope we’ve achieved the ‘wow’ factor for clients when they arrive,” Baker adds, “And that they are drawn to a particular style to help guide our designers on what to design and specify.”
