The Clay & Rock showroom is owned by Original Style – with the former being the retail arm of the tile manufacturer. The new opening marks a move from its previous London retail space in Clerkenwell.

Showroom manager Jamie Moakes explains the move to west London: “The desire is to engage with more clients and designers, being amongst the lovely showrooms in a designer hub for London. It’s more of a designer-led destination that is more retail focused and approachable, whereas before it was more architect and specifier-central in Clerkenwell.”

Some real thought and consideration has gone into a showroom design that has a  focus on the consumer. The product has been put front and centre. “We’ve got a vast range of tile solutions,” says Moakes. “The idea is it feels like you’re walking in your own hallway at home.

“We’ve sort of tried to give it that impression of a townhouse or more urban house. We still have the design studio space, so we can mock up designs and talk through what our customers want to achieve.”

Moakes’ favourite display is that of the Palm House range. Inspired by luxurious orangeries, the collection brings tropical plants and intricate stonework together to deliver a visually arresting backdrop. “These are beautiful,” says Moakes. “Just the boldness of them, going for it and having a real strong pattern in your home.

“I’ve been in the industry for too long, and I started when magnolia and plain colours were prominent – all about making profit. I just love it when people make their home properly and do it properly.”

Clay & Rock can mock up Victorian floor tiles, show how patterns might work within a room, and cater to designers, architects, anyone in the trade, and the consumer of course.

So, what are the future plans for the showroom space? Moakes explains the brand has its eyes on expansion: “We can expand the upstairs of the showroom. Currently, it’s set up more as a contracts and commercial area, but eventually, once we figure out and test what works and doesn’t work, we’ll expand the first floor and take it from there.”

Overall, the Clay & Rock showroom doesn’t look out of place amongst all the luxury of the Fulham Road and Kings Road locale. Yet it still retains a welcoming and friendly air. Moakes agrees: “I believe we’ve created a space that encompasses colour, options, and sizes, that offers a real wow factor when you walk in.

“It’s been received really well by customers. We had people chomping at the bit to come in, even before we opened, which is really nice. It’s just a lovely, approachable, engaging space.”