This spring VitrA announces the launch of VitrA London, its 5,600sq ft flagship space in London’s Clerkenwell. A symbol of the brand’s global reach and catalyst for further growth worldwide, VitrA London will be a creative hub and a social space for architects, designers and thinkers with dedicated areas for product specification, events and workshops.
Situated in the heart of the Clerkenwell Green Conservation Area and designed by the award-winning architectural practice TP Bennett, VitrA London occupies two floors of the emblematic Turnmill Building. The showroom will serve both the local and international architecture and design community, whilst providing a thriving platform, both creatively and commercially, for the dynamic bathroom industry.
At the heart of the showroom is the VitrA talks area, where VitrA will host exhibitions, social events and stimulating talks once guidelines allow, further demonstrating the brand’s ethos of facilitating an open dialogue between the brand and its key audiences. In 2021, VitrA will host a number of digital and live events that encourage engagement within the space whilst social distancing restrictions are in place.
VitrA London’s ground floor also features the brand’s designer bathroom ranges including those created in collaboration with world-renowned designers such as Ross Lovegrove, Terri Pecora, and most recently, Claudio Bellini and Arik Levy. There is also a functioning brassware display, where visitors can experience VitrA’s basin taps in action.
On the lower ground floor, VitrA London offers a dedicated specification space that demonstrates the various typographies of WCs and basins, as well as showcasing other important elements of bathroom design, including flush plates and accessories. There is also an immersive 4D theatre where visitors can use a virtual reality headset to visualise and walk around their bathroom as they design it.
The ground floor of the VitrA London showroom, featuring a functioning basin mixer display, an events space and VitrA’s recent designer collaborations, including Voyage by Arik Levy © Gareth Gardner
Levent Giray, Managing Director of VitrA UK, comments: “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 architecture and design community through a constructive, regular dialogue to devise new methodologies, concepts and solutions in a stimulating and dynamic environment.