London, United Kingdom

Designed by TP Bennett, the new VitrA London occupies two floors of the emblematic Turnmill Building with a new 5,600-sq.-ft. of 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.

The showroom serves both the local and international architecture and design community, while providing a thriving platform, both creatively and commercially, for the dynamic bathroom industry.

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.

At the heart of the showroom is the VitrA Talks area where the brand will host exhibitions, social events and stimulating discussions (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.

“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.”

“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.”

Architects: TP Bennett LLP.
Client: VitrA
Photographers: WASP and Lago Corzza