This spring, global bathroom brand VitrA announces the launch of VitrA London, its 5,600-sq.-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, while providing a thriving platform, both creatively and commercially, for the dynamic bathroom industry.
“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,” said Levent Giray, managing director of VitrA UK. “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.
“Despite the unprecedented challenges related to the COVID-19 pandemic, we are delighted to launch our flagship showroom in order to offer our partners and clients a fully integrated service for their bathroom projects including design consultations and specification support.”
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 visualize and walk around their bathroom as they design it.
“The London showroom marks a pivotal moment for VitrA and we were delighted to be part of such an important project for the brand,” said Julian Sharpe, principal director at TP Bennett. “VitrA London was designed with the local Clerkenwell creative community in mind – the different zones, from the specification space to the VitrA talks area, offer niche, social spaces that will foster conversations with customers and the A&D industry.”
VitrA products are available to buy through a network of specialist retailers, installers and wholesalers across the world. The brand also has flagship showrooms in Istanbul, Cologne, Dubai, Mumbai and Moscow.
One-to-one appointments with VitrA representatives can be arranged upon request. In order to adhere to the COVID-19 safety measures and preserve the wellbeing of the showroom guests, VitrA London has implemented enhanced safety measures. The number of appointments will be managed carefully to ensure a COVID-safe environment with plenty of space to ensure social distancing. There are hand sanitizing stations across the showroom and cleaning will take place between visits. Face masks will also be a requirement in the showroom.
