Bathroom manufacturer VitrA used a series of short films, hosted by architecture writer and broadcaster Tom Dyckhoff, to unveil its London showroom which will open in Clerkenwell on April 12.
The films included a roundtable discussion with MD of Vitra UK Levent Giray and European marketing manager Margaret Talbot, interview with designers at the architectural practice TP Bennett, which created the space, and design director Erdem Akam .
Having searched for a location in Clerkenwell for several years, and then delayed by the pandemic, VitrA has now completed its showroom which is ready for visitors when lockdown restrictions have been eased.
Margaret Talbot commented on the choice of location in London: “I think it was always about put it where your customers are and put it where it’s easy for them to do business with you.
“So, for us, Clerkenwell was an obvious choice because it’s a centre for architects and designers.”
Levent Giray added: “It is at the heart of the UK’s very dynamic design industry and we just wanted to be part of the community and join the discussion.
“The idea is to showcase products but its as important to offer space for the design community to come together to discuss, debate and collaborate.”
Created by architectural practice TP Bennett to cater for architects and designers working in residential practices, the two-floor showroom is based in the building of the former Turnmills nightclub.
With a double height ceiling and large windows, the ground floor boasts its designer collaborations, including Claudio Bellini, Sebastian Conran and Terri Pecora-designed collections.
It also boasts a social space called Vitra Talks area, which will be used for client meetings and events.
While the lower ground is focused on specification, enabling architects and designers to compare basins or WC designs in a “techie space”.
Margaret Talbot commented on what she hoped visitors would experience at the showroom: ” I hope they get a feel for the VitrA brand and the design credentials of the brand.
“I hope they also get a sense in terms of our beliefs about the environment and sustainability, and I hope they’re inspired.
“There’s lots of products here but we’ve also created a space, deliberately, with inspirational books and materials.”
And Levent Giray concluded: “We wanted to create an environment which people will use as their own space and come and reuse it, and then we will be part of the community, which was a big, driving force for us.”