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      Sabine Marcelis creates colour-blocked scenography for VitraHaus loft

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      A mint-green lounge pit and custard-yellow home office are among several colourful set pieces installed by designer Sabine Marcelis on the top floor of Vitra’s Herzog & de Meuron-designed flagship store in Weil am Rhein, Germany.

      Marcelis, who is known for her work exploring colour, translucency and reflection, was invited to create a series of domestic scenes within the VitraHaus loft that feature some of the furniture company’s most iconic products.
      The scenography immerses visitors in a world of colour, with the various spaces providing a vision of domestic life that aims to be both practical and imaginative.
      Sabine Marcelis has transformed the VitraHaus loft showroom in Germany”The philosophy behind the design closely mirrors how we created our family home,” said Marcelis, who organised Vitra Design Museum’s archive into a colour-coordinated exhibition called Colour Rush in 2022.
      “It features a large open space divided into functional zones, delineated by colour. We then blended my creations with those of other designers, artists and, of course, Vitra furniture to create a cohesive whole.”

      A series of domestic scenes showcases colour-blocked furnitureMarcelis worked closely with Vitra to transform the loft of the flagship store on the Vitra Campus, also home to Zaha Hadid’s dynamic Fire Station and Frank Gehry’s swirling museum building.
      The loft, with its gabled openings framing views of the surrounding countryside, has a domestic scale that is accentuated through the choice of furnishings and the layering of colour and materials.
      Marcelis is known for her experiments with translucency”The VitraHaus loft is the perfect canvas to display the diversity of Vitra furniture,” said Till Weber, the company’s creative director of interiors and scenography. “It provides a collage where we can mix and match furniture for the characters that live within it.”
      “The tones and hues Sabine has used are recognisable from the natural, organic world and they have a rich interaction with the various spaces – things are connected but do not all perfectly match,” he continued.
      Limited edition food-inspired colours of the Panton Chair are displayed throughoutVisitors arriving via a lift enter a cool-green living area featuring a large lounge pit created using Jasper Morrison’s Soft Modular Sofa. The sofa is complemented by a green rug and Marcelis’s floor-standing Curve Light.
      “The original sofa system is generally used to create L shapes and we’ve just merged it all to form this enveloping pit,” the designer said.
      “I think it’s so important to have a good lounge. It can be really fun – I have a lounge pit at home as well and it’s the core of the house. It’s so good to just jump in there.”
      Reflective surfaces are another hallmark of Marcelis’s workThe lounge space is one of seven distinct areas, each designed to celebrate a different colour. These include a soft-pink bathroom with a custom onyx tub, sink and vanity.
      Other zones include a small seating area with caramel-coloured carpeting that matches the leather upholstery on a pair of George Nelson’s Coconut Chairs, as well as a minimalist kitchen with shelving and stools in a plum hue.
      A custard-yellow home office is also among the colour-blocked set pieces”The colours used in the VitraHaus Loft are personal favourites,” Marcelis said.
      “I like these colours and never tire of them, which makes them timeless for me. I think this attitude is important for anyone creating their own home.”
      The bathroom features a soft-pink onyx tub and vanity unitIncorporated within the scenography are iconic pieces from Vitra’s archive including two of Verner Panton’s midcentury furniture designs, which Marcelis has updated in seven new colours.
      The limited edition versions of the Panton Chair Classic and the Visiona Stool are produced in food-inspired hues including bubble gum, butter, honeydew and plum that match the colour scheme used in the VitraHaus Loft.
      Along with upholstery in the seven new colours, Marcelis specified different types of finishes for the cylindrical Visiona pouf, including faux fur and untreated leather.
      Also on show are Marcelis’s own designs including the Candy Cube side tableThe designer also selected artworks by friends and collaborators that help to create a homely feel throughout the spaces.
      Pieces by Maria Pratts, Johnny Mae Hauser and Carolijn Jacobs feature alongside printed bedsheets by Ehsan Morshed, which were created for the VitraHaus Loft and are available to purchase at the VitraHaus.
      Caramel-coloured carpeting matches Coconut Chairs in one seating areaMarcelis has worked on numerous projects in recent years that display her innovative take on colour and materiality.
      Most recently, she created colourful plinths for the match balls of the Euro 2024 football tournament and designed a conceptual version of the Renault Twingo car featuring a semi-transparent exterior and raspberry-coloured interior.
      The photography is by Clemens Poloczek.

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      Gisbert Pöppler creates own office and showroom inside former Berlin bookshop

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      An old bookshop in Berlin is now home to the studio of architecture and interior design practice Gisbert Pöppler, which incorporates the building’s grand arched doorways and other original features.

      The office is situated on Karl Marx Allee, a major boulevard lined with buildings designed in the socialist classicism architectural style of the 1950s.
      Staff desks in the Gisbert Pöppler office sit near the building’s entranceGisbert Pöppler’s workspace had previously been located in Berlin’s Kreuzberg neighbourhood, set above a row of nightclubs.
      “We had an amazing view of the city up there and enjoyed being in the midst of it all,” the practice told Dezeen.
      Archways offer views of the showroom at the building’s rear”We outgrew our space though and coincidently our landlords decided to completely renovate and add-on to the building, so we would have had to leave for a while anyway,” the studio added. “This was when we discovered that the former bookstore was available.”

      The bookstore had been left in a “depressing” state.
      But as soon as the Gisbert Pöppler team moved in, they sought to find ways to transform it into an efficient office and show space for their range of furnishings and textiles, all while preserving the site’s original features like its arched doorways and terrazzo flooring.
      Furnishings are displayed on carpeted platformsA formal work area with desks and computers has been created directly beside the office’s entrance, allowing staff to greet and interact with visitors as they walk in.
      Shelving here that originally stored books now holds material samples, image mood boards and other project-related paraphernalia.
      Meetings can be held in the next room along, which is centred by Gisbert Pöppler’s reflective aluminium Cherry table.
      The office’s literature corner has been painted bright pinkThen follows the showroom, where pieces are displayed on purple carpeted platforms that the practice created in collaboration with Swiss rug makers Rückstuhl.
      “Preservation regulations were intense for this place, so our solutions are somewhat unconventional,” the practice said. “We built platforms to define spaces and solve technical situations without harming the building’s fabric.”
      Hanging utensils decorate the office’s kitchenTwo further spaces branch off from here: a conference area for larger staff gatherings, and a “literature corner” filled with inspirational reading material.
      Unlike the rest of the office, which is painted an icy-blue shade, this corner has been completed in a vivid pink hue to offset the lack of natural light in this area.
      A dresser in the kitchen contains porcelain handed down from Pöppler’s grandmotherAdditionally, there’s a kitchen on-site where staff can prepare and eat their meals at lunchtime, featuring simple white cabinetry and hanging utensils.
      To one side of the room stands an ornate dresser, restored by Gisbert Pöppler’s eponymous founder as a young man. Inside, the cabinet is filled with an array of Meissen porcelain tableware collected by his grandmother.
      There’s also a basement where the practice keeps more materials and client orders before they’re shipped out.
      More materials and furnishings are stored in the office’s basementGisbert Pöppler has worked on a number of residential projects around Berlin.
      One such example is an apartment in the city’s Mitte borough, designed to be like a “tailor-made suit” with one-off furnishings and bespoke fixtures that suit the owner’s particular needs.

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      The Red Room by Apparatus forms theatrical lighting presentation

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      New York lighting brand Apparatus has enveloped its showroom in red to present a new modular version of the Cylinder pendant series during NYCxDesign.

      The Apparatus showroom in Manhattan’s Garment District has been transformed once again, as part of the brand’s continual evolution of its spaces and product lines.
      The central space at the Apparatus showroom in Manhattan’s Garment District has been enveloped in redThe Red Room was created to showcase the brand’s updated Cylinder series, which first debuted in 2014 and has now been extended into a customisable modular system.
      The central room of the fourth-floor space is decorated in a dark oxblood hue across the walls and floor, with furniture pieces upholstered to match.
      The installation was created to present a new modular version of the brand’s Cylinder seriesTo contrast the old-world glamour of the red decor, illuminated lightboxes overhead and gunmetal-lined portals into the room lend a more futuristic tone.

      Apparatus, led by artistic director Gabriel Hendifar, described the setting as “Ms Vreeland’s ‘Garden in Hell’ meets Mr Kubrick’s Space Odyssey as imagined by Mr Fellini”.
      On a central plinth sits a bronze statue of Phaethon, the son of Helios in Greek mythologyOn an elongated pedestal in the centre of the room sits a bronze statue of Phaethon, the son of Helios in Greek mythology.
      “The boy is struck down by Zeus with a bolt of lightning after he scorched the earth with his father’s Sun Chariot – the source of all light itself,” said the Apparatus team.

      Apparatus updates Los Angeles showroom to include a “modernist grotto”

      The Cylinder System comprises Canopy and Lamp units that can be combined in various stacks and as double pendants, as demonstrated in The Red Room.
      “The light is soft-edged, warm, diffused, and can be directed to find the object of its affection,” said Apparatus of the products.
      Furniture is upholstered to match the walls and floorThe brand frequently updates its showrooms in New York, Los Angeles and London to present new or updated collections, which it refers to as “Acts”.
      For example, Apparatus updated its Los Angeles showroom to include a “modernist grotto” earlier this year.
      “We believe that our work is to create a stage for the human drama of life,” the team said. “We adopt the language of theatre and literature as a structure, with work organised in Forewords and Acts, each with their own exploration of form or narrative.”
      Illuminated ceiling panels and gunmetal-lined portals add a futuristic slant to the spaceThe evolution of the Cylinder Series is one of several to be expected from the brand this spring, as it revisits several from its catalog and introduces new ideas to existing pieces.
      Dezeen’s US editor Ben Dreith hosted a discussion with Hendifar at the showroom on Tuesday 21 May 2024, about the role of design in renewal and transformation.
      This was one of over 10 events we co-hosted during NYCxDesign, which took place across the city 16-23 May 2024.
      The photography is by Matthew Placek.

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      Gubi opens first UK showroom in London townhouse takeover

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      A Georgian townhouse filled with period details is now Gubi House London, the first dedicated showroom that the furniture brand has opened outside Denmark.

      Gubi partnered with Danish surface design studio File Under Pop to reimagine the listed building as a showspace for its collection, which includes furniture by designers such as GamFratesi and Space Copenhagen.
      Gubi House London occupies a listed Georgian townhouseA curated colour palette combines with material finishes including Spanish clay tiles and Italian lava stone to create four floors of rooms with a contemporary feel.
      “To be in a townhouse is a unique opportunity,” explained Marie Kristine Schmidt, chief brand officer for Gubi.
      Furniture is on display across four different floors”We could create something very domestic in feel. We have smaller rooms where we can create different experiences and we can tell different stories on each floor,” she told Dezeen.

      The showroom is located on Charterhouse Square, a garden square framed by cobbled streets, and will be open by appointment.
      Danish surface design studio File Under Pop oversaw the colour and material paletteGubi was founded in 1967 by furniture designers Lisbeth and Gubi Olsen, who later handed it down to their sons, Jacob and Sebastian Gubi Olsen. Jacob is still a shareholder and a member of the board.
      The London expansion was first mooted in 2020, not long after the once family-owned company was acquired by Nordic private equity group Axcel and the Augustinus Foundation.
      Furniture on show includes the Croissant Sofa designed by Ilum Wikkelsø in 1962Schmidt said the UK is a key market for the brand as it looks to expand its intentional profile.
      “London is a melting pot right now, particularly in the hotel and restaurant scene, so for us, it is a really important city to be in,” she said during a tour of the building.
      “I think there is a lot of untapped potential for us here.”
      A ground-floor dining room features hand-painted forest-green wallpaperEach floor of Gubi House London has its own character, drawing on different influences reflected in the materials and fabrics that feature in across the product collection.
      The ground floor, described as “boutique chic”, features a trio of spaces designed to emulate the sense of comfort and luxury of a boutique hotel.
      Also on the ground floor, a blue fireplace sits behind the Moon dining tableKey details include a fireplace colour-blocked in a deep inky shade of blue, which serves as a backdrop to the brand’s Moon dining table and Bat dining chairs.
      Also on display here are several reissued 20th-century lamps, including designs by Finnish designer Paavo Tynell, Danish architect Louis Weisdorf and Swedish designer Greta M Grossman.
      The first-floor rooms take cues from the 1970sTowards the rear, a room with hand-painted forest-green wallpaper serves as a dining space.
      The first floor takes cues from the 1970s, with an earthy colour palette.

      &Tradition designs entire apartment in takeover of Copenhagen townhouse

      Key pieces here include the Pacha lounge chair, a 1975 design by the late French designer Pierre Paulin, upholstered in a striped fabric and a cascading arrangement of the Semi Pendant lamps, designed in 1968 by Danish design duo Claus Bonderup and Torsten Thorup.
      This floor also includes a bar, which serves as a centrepiece in the smaller of the two rooms.
      The second floor was envisioned as a co-working environmentThe second floor was envisioned as a co-working environment, with furniture that emulates a contemporary bistro, while the uppermost level offers a more bohemian feel.
      “We wanted to create a space that is inspiring,” said Schmidt. “It wouldn’t be right for our brand to go into a commercial space.”
      Gubi House London is located at 12 Charterhouse SquareThe experience is different from the warehouse feel of Gubi’s Copenhagen headquarters, which occupies a former tobacco factory in the waterside Nordhavn area.
      “This is how we see Gubi in the context of the UK,” added Schmidt.
      “It was fun to play with a building that is so pleasant and give it a very fresh, modern, contemporary look.”
      In Copenhagen, Danish brand &Tradition took over a townhouse during design festival 3 Days of Design, while fellow Danish brand Hay unveiled its renovated Copenhagen townhouse in 2021.
      The photography is by Michael Sinclair.

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      In Common With opens Quarters showroom and hospitality venue in Tribeca

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      New York lighting brand In Common With has opened a multi-functional space in a 19th-century Tribeca loft in time for NYCxDesign, and will host a shoppable experience and a variety of events during the festival and beyond.

      In Common With founders Felicia Hung and Nick Ozemba renovated the 8,000-square-foot (473-square-metre) space on the second floor of a historic building on Broadway as a venue to host events and showcase installations and collections both by themselves and others.
      Designed with a residential feel, the Quarters venue includes a wine bar for hosting events”A marriage of warmth and grandeur, whimsy and irreverence, Quarters is both a concept store and community gathering space,” said the duo.
      “Inspired by Tribeca’s rich artistic history – and by the participatory spirit of 1960s ad hoc art spaces – Quarters shifts between the expected and the altogether disarming, a curated space and one that’s improvisational and alive.”
      Quarters is divided into multiple interconnected spaces, including one styled as a living roomDesigned and styled to have a residential feel, the venue unfolds through various interconnected rooms, including a bar, lounge, library and great room.

      Each features richly hued decor and is populated with artful vintage and contemporary designs, the majority of which are shoppable.
      The majority of the design products on show are available to buyThere’s also bedrooms, a kitchen, a dining room, and powder rooms that feature dramatic marble sinks and are lined with handmade tiles.
      Other highlights include large tapestries hung on the walls, built-in burl wood storage that matches a counter base in a foyer, and the bar area that’s framed with a fresco by artist Claudio Bonuglia.
      The furniture, lighting and artwork presented in the space – by In Common With and many of their collaborators – will change frequently”Quarters is more than a retail concept; it’s a platform for showcasing our unique view on domesticity and hospitality and sharing our creative vision with a broader audience,” said Ozemba.
      “It represents our imagination, values, and ambitions in a tangible form, and it’s an open invitation for others to find inspiration within our world.”
      In Common With’s lighting collections including Flora, designed by Sophie Lou Jacobsen, are dispersed throughoutSince starting In Common With six years ago, Hung and Ozemba have collaborated on lighting collections with designers including Sophie Lou Jacobsen, Danny Kaplan and Simone Bodmer-Turner.
      All of these are represented throughout the different rooms, in pendant, floor, table and chandelier variations and multiple colourways.
      The various spaces, including bedrooms, a kitchen and a dining room, are all decorated with a mix of vintage and contemporary furnitureThe launch of Quarters also coincides with In Common With’s debut collection of wooden furniture, which features hand-painted trompe l’oeil surfaces and customisable inlaid ceramics created with artist Shane Gabier.
      Other new pieces on view include glass lighting and objects with hand-cut graphic patterns, and a three-piece series of hand-embroidered fabric lighting fixtures.

      In Common With opens lighting studio and showroom in Brooklyn warehouse

      Hung and Ozemba plan to use the space as a platform for their fellow designers and artists, as well as their own work, and to entertain their peers with wine evenings and dinners.
      The displays will be updated to present new projects and collections, and to reflect In Common With’s fluid approach to collaborative design.
      Highlights include a marble counter with a burl wood base in a foyer area”By welcoming others and fostering our artistic community, [Quarters] will continue to evolve in new and exciting ways,” said Hung.
      “With each new perspective and collaboration, Quarters will transform again and again, pushing the boundaries of design, expression, and creative connection.”
      Bathrooms and powder rooms feature handmade tilesQuarters launched just in time for NYCxDesign, New York’s annual design festival, and is hosting a variety of events over the course of the month. Check out Dezeen’s NYCxDesign highlights and all of the events we’re hosting.
      In Common With previously opened a studio, showroom and production facility inside a Brooklyn warehouse in 2022.
      The photography is by William Jess Laird.

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      Elisa Ossino focuses on “the tactility of the material” for limestone V-Zug showroom

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      Promotion: Italian architect Elisa Ossino has designed a “tactile” showroom in Milan for Swiss home appliance brand V-Zug.

      Overlooking Piazza San Marco in the Italian city’s Brera district, the space is organised into two areas – one that displays V-Zug’s home appliances and one that functions as an “interactive kitchen”.
      This was designed for visitors to “feel at home and experience appliances while enjoying good conversations”, the company said.
      V-Zug Milan overlooks Piazza San Marco in BreraOssino designed the space, which will act as V-Zug’s Italian flagship, using cocciopesto flooring and limestone walls rendered in soft colours inspired by the silver finishing of the brand’s appliances.
      “The narrative of the space focuses on the tactility of the material and the contrast between the mirrored surfaces of the V-Zug technological home appliances and the tactility of the stone, which is often sculptural,” Ossino told Dezeen.

      “All the materials in the space are on the one hand a search for the tactility of surfaces and on the other a search for colours,” she added. “Household appliances have mirrored surfaces that lend themselves very well to dialogue with any kind of material.”
      At the heart of the space sits a monolithic white limestone staircase, designed as a three-dimensional volume. A large porthole visually connects the upper area with the floor below.
      The interactive kitchen allows guests to experience V-ZUG’s home appliances in actionV-Zug wanted to challenge “the standard showroom” by offering guests an immersive experience during Milan design week, when they could watch chefs prepare dishes using the brand’s appliances in an interactive kitchen.
      Following the immersive experience, guests could browse an extensive materials library and sit around a long grey stone table while members of the V-Zug Gourmet Academy carried out demonstrations.
      “It is this theme in general that has somewhat suggested the entire formal layout of the showroom, which is played out very much on a balance between nature, matter and technology,” Ossino explained.
      A porthole visually connects the upper and lower areasV-Zug Milan was just one of several outposts opened by the brand in the past few months, following on the heels of showrooms in Vienna, Berlin, Hamburg and Sydney.
      “With the showroom in Milan, I tried to intercept some of the subtle themes that run through our imagination, our everyday life,” said Ossino.
      “We are witnessing on the one hand a great technological development – just think of artificial intelligence – in our daily lives. But at the same time we have a great need to reclaim something ancestral, a more humanistic design [that’s] closer to matter.”
      The architect also designed a series of installations for the space in collaboration with art studio Henry Timi, which were on display as part of this year’s Milan Design Week 2024.
      The studio is V-Zug’s Italian flagshipThe location of the brand’s showroom in Brera was not insignificant for the designer, who drew on the district’s “extraordinary” history when designing the space.
      “I would say that the whole space is about a meeting of matter, technology and craftsmanship,” she said.
      “In Italy, we have an incredible tradition in the world of craftsmanship and it is a knowledge that tends to get lost. There is a strong process underway at this time in history to valorise it, which is also very much linked to this ancestral need to reconnect with the material.”
      Guests can browse an extensive materials libraryThe space’s sleek lines and sculptural minimalism also pay homage to V-Zug’s Swiss roots.
      “For us, it was important to convey a sense of hospitality,” added V-Zug global interior art director Gabriel Castelló Pinyon.
      “We have tried to speak the language of the city: to be bolder and to work a lot with natural materials,” said the brand. “In Milan, people always expect something different. But it’s still V-Zug – it’s still minimalistic with clean lines.”
      V-Zug Studio Milan co-hosted an exhibition at Sala della Passione. Pinacoteca di Brera showcased an installation designed by Ossino in collaboration with Henry Timi. For more information, visit V-Zug’s website.
      Partnership content
      This article was written by Dezeen for V-Zug as part of a partnership. Find out more about Dezeen partnership content here.

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      V-Zug unveils neutral-toned showroom during Milan design week

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      Swiss homeware brand V-Zug has opened its inaugural Milan showroom, combining soft hues and natural materials with high-tech appliances, as captured in this video produced by Dezeen.

      Called V-Zug Studio Milan, the showroom was designed by Italian architect and interior designer Elisa Ossino to encapsulate a “poetic simplicity” through blending objects crafted from natural materials with appliances featuring reflective surfaces.
      [embedded content]V-Zug Studio Milan has opened its doors during Milan design week
      The studio showcases V-Zug’s homeware products and kitchen appliances, such as ovens, cooktops and steamers, which are contrasted by furniture pieces created by Ossino in collaboration with artist Henry Timi.
      According to V-Zug’s global interior art director Gabriel Castelló Pinyon, the open-plan interiors are designed to evoke a “sense of hospitality” for its visitors.

      V-Zug’s minimal Milan showroom showcases its home appliancesThe space is characterised by a neutral colour palette of soft hues, which create a subtle contrast with the materials incorporated throughout the space, such as sculpted stone and mirrored surfaces.
      The showroom is flooded with ample natural light emanating from large glazings, while an off-white monolithic staircase with large circular openings cuts through the space.
      The showroom features sculptural objects and artworks by Ossino and TimiOverlooking the Piazza San Marco, the studio marks the company’s flagship showroom located in Italy, following the recent openings of its studios across Germany, Austria and Australia.
      V-Zug Studio Milan is open to visitors from Monday to Friday during this year’s Milan design week.
      The showroom’s open-plan interiors are defined by a soft colour paletteIn addition to hosting a series of talks throughout the week, V-Zug has also created a sculptural installation titled Time and Matter at Pinacoteca di Brera, which further explores the relationship between human experiences, design and technology.
      See our Milan design week 2024 guide on Dezeen Events Guide for information about the many other exhibitions, installations and talks taking place throughout the week.
      Partnership content
      This video was produced by Dezeen for V-Zug as part of a partnership. Find out more about Dezeen partnership content here.

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      Vitra extends European presence with showroom openings in heritage buildings

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      Promotion: Swiss furniture brand Vitra is expanding its European presence through a programme of showroom openings in renovated, distinctive historic buildings.

      The brand, which is known for high-end office and home furniture by leading designers, has embarked on a programme of showroom expansion and renovation to add to its global presence.
      “All Vitra showrooms reflect an agile and flexible platform to showcase our office and home concepts, including both Vitra and Artek,” said the brand.
      “We are keen to present the collaboration and synergies with our partners in spaces designed for communal work, activities and events.”
      It has recently opened or renovated showrooms in Amsterdam, London, Madrid, Oslo and Stockholm.

      Vitra recently opened a showroom in OsloVitra’s latest showroom opened last month in Oslo. Set within a 1930s metal factory in the resurgent Skøyen district, the understated interior was designed to contrast the industrial structure and set the base for the brand’s curated furniture collections.
      The space contains offices for Vitra local staff and also functions as a place for the brand to host architects and designers.
      It also opened a showroom in renovated building in MadridEarlier this year in Madrid’s bustling Salamanca district, Vitra opened a showroom within a 1920s art nouveau building originally designed by Spanish architect Antonio Palacios as a power supply facility for the city’s metro system.
      The space was renovated by Spanish studio Carlos Manzano Arquitectos to create a bright and open space that showcases many of the building’s original features.
      Topped by a distinctive steel and glass roof, the space combines office space for Vitra’s Madrid staff along with a showroom space, Vitra Colour & Material Library and a Task Chair Lab.
      “One of our main goals was to peel off added elements to reveal the beauty of the spacious interior,” said Till Weber, creative director interiors and scenography.
      “We also tried to maintain as much as possible of the original structure. For example, we tore out an entire kitchen installed by the former tenant to reveal wonderfully preserved brick walls.”
      Its Amsterdam showroom overlooks the city’s portIn Amsterdam, Vitra recently opened another showroom on the dockside in the city’s Houthavens district within an old industrial munitions complex.
      Vitra’s Amsterdam home was designed by London-based interiors studio SevilPeach, which was shortlisted for interior designer of the year at Dezeen Awards 2019.
      Described as “breathtaking” by Vitra chairman Rolf Fehlbaum, the pared-back space features several showrooms, a shop, offices, canteen, a workshop and warehouse spaces.
      Vitra’s London showroom opened in the Tramshed in ShoreditchIn London, Vitra recently opened a showroom in another heritage building – the Grade II-listed Tramshed in Shoreditch.
      Originally built as a power station for the East London Tramway in 1905, the building was renovated to draw attention to its original features including the central roof light.
      Along with the showroom openings, Vitra also recently renovated its Stockholm showroom. The brand also has European showrooms in Brussels, Copenhagen, Frankfurt, Prague and Paris as well as outside Europe in Los Angeles, New York and Tokyo.
      The Herzog & de Meuron-designed VitraHaus is its flagship storeThe target audience for Vitra’s showrooms are B2B professionals, dealers, artists and designers. For its private clients, Vitra caters via its authorised dealer network and its own online shops.
      Additionally, there is the Vitra Campus in Weil Am Rhein in Germany, which contains the Herzog & de Meuron-designed VitraHaus flagship store.
      “The VitraHaus is a unique building that we have been working on for more than a decade,” said Nora Fehlbaum, CEO of Vitra.
      “During this time, we have learned more about the building and about interiors in general: what does the building want? What suits it? What are the recipes for a good room? What is missing from our collection to make an interior even more meaningful or appealing? The interior we have now created reflects our answers to these questions and it is an ongoing project.”
      Vitra creative director interiors and scenography Till Weber said: “In addition to the Vitra Campus, the Vitra brand should also be tangible and visible at a local level.”
      “Depending on the location and surroundings there is a tailored concept, different colour scheme, a different product selection – but the Vitra DNA can always be experienced.”
      Find out more about Vitra’s showrooms on its website.
      Partnership content
      This article was written by Dezeen for Vitra as part of a partnership. Find out more about Dezeen partnership content here.

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