VitrA Bathrooms is set to open a 5,600sq ft flagship space in Clerkenwell, London in Spring 2020.
VitrA London will be designed as a creative hub operating as a social space for architects, designers and thinkers with dedicated areas for product specification, events and workshops.
It will host a programme of exhibitions, social events and talks, held within the experiential space, to facilitate a dialogue between the brand and its key audiences of architects, designers, specifiers and the wider bathroom industry.
Occupying two floors of the award-winning Turnmill Building, designed by Piercy&Company, the
ground floor will feature the brand’s designer bathroom ranges.
These will include collaborations with Ross Lovegrove, Sebastian Conran, Terri Pecora, and most recently, Claudio Bellini and Arik Levy.
There will also be a seminar area for talks and a working brassware display, where visitors can experience VitrA’s basin taps in action.
On the lower ground floor, VitrA London will offer a specification space to demonstrate the choice of WCs and basins, as well as showcasing its range of tiles, flush plates and accessories.
There will also be a 4D theatre where visitors can use a virtual reality headset to visualise and walk around their bathroom as they design it.
Managing director of VitrA UK Levent Giray commented: “VitrA London marks the beginning of an exciting new chapter for our business, enabling us to engage more effectively with our national and international client base.
“Our aim is for VitrA London to become a cornerstone of the architecture and design community – a place for clients to meet, work and socialise, as well as simplifying the bathroom specification process for them.
“VitrA London is a symbol of our global reach and will act as a springboard for further growth worldwide.
“We have been successfully exporting to the global market since 1983 and we are confident that our investment in London will solidify the company’s position as an international market leader for the bathroom sector.”