Vitra extends European presence with showroom openings
CategoriesInterior Design

Vitra extends European presence with showroom openings

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.

Oslo Vitra showroomOslo Vitra showroom
Vitra recently opened a showroom in Oslo

Vitra’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.

Vitra Madrid showroomVitra Madrid showroom
It also opened a showroom in renovated building in Madrid

Earlier 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.”

Vitra Amsterdam showroomVitra Amsterdam showroom
Its Amsterdam showroom overlooks the city’s port

In 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 showroom in ShoreditchVitra showroom in Shoreditch
Vitra’s London showroom opened in the Tramshed in Shoreditch

In 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.

Herzog & de Meuron-designed VitraHaus flagship storeHerzog & de Meuron-designed VitraHaus flagship store
The Herzog & de Meuron-designed VitraHaus is its flagship store

The 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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What Can North Americans Learn About Design From European Cities?
CategoriesArchitecture

What Can North Americans Learn About Design From European Cities?

Judging is now underway for the 10th Annual A+Awards Program! Want to earn global recognition for your projects? Sign up to be notified when the 11th Annual A+Awards program launches. 

As a Canadian ex-pat currently living in France, I was excited for and whole-heartedly welcomed a change of pace from North American life. Canadians and Americans often idolize Europe and its accompanying lifestyle, and after nine months in France, I can confirm the charm of European living has yet to wear off.

Europe covers a relatively small landmass, especially when comparing it to the rich array of countries that make up the continent. Each country offers its own distinctive culture and way of life, and because of this, it is difficult to categorically define ‘European living.’ Nonetheless, there are certain cultural similarities that can be strongly felt amongst countries (especially those in Western Europe). I will use my time residing in France as a case study to help make sense of North America’s infatuation with the European lifestyle. An infatuation that I continue to feel here in France.

I’ve been residing in Orléans, a small French city located one hour southwest of Paris. The city dates back to antiquity and has a charming mix of half-timbered medieval homes, Haussman-style buildings and Gothic architecture. Those living in the city center typically reside in the town’s older infrastructure, while those in the surrounding suburbs occupy newer, more contemporary buildings.

One of the most apparent reasons why North Americans are so charmed by Europe is its history. European cities are filled with an incredible history that is recognizable through architecture. As a North American, it’s hard not to be taken by such ornate and historic surroundings. When living in Orléans, I can confirm that walking past the striking gothic cathedral and rows of half-timbered homes never got old to my North American eyes.

Despite such apparent beauty, history and charm, there were certain aspects of French living that took some time to get used to. While in France, I said goodbye to the many North-American luxuries I had grown accustomed to: high-end heating, accessible infrastructure, dryers and large living spaces. At first, I missed such luxuries but I quickly discovered just how easy it is to live without them. All it took was a bit of adjusting to eventually realize that many North-American amenities are superfluous. In the winter months, I learned to layer my clothes and in the summer months, I made sure to keep my shutters closed during the day. Quickly enough, giving up modern amenities was easy to do when, in return, you get to live in a historic city.

Even as we enter the hot summer months, I do not long for North American amenities. One of the most pronounced differences between Europe and North America in the summer is the absence of air conditioning. Most old European apartments do not come equipped with air conditioning. European homes are often built with brick and stone, unlike North American homes, which are built with wood. Building with stone and brick provides much better insulation and thus a more temperature-regulated living space. Therefore in Europe, it is possible to keep a dwelling cool in the summer. Moreover, the use of exterior window shutters is common in Europe and helps keep out the heat during the days and ventilate the home at night. Perhaps it is less convenient not having air conditioning, but the traditional building infrastructure makes it possible to endure hot summers.

Window Shutters – ‘Pierre Bottero’ media library and park in Pélissanne by Dominique Coulon & Associés, Pélissanne, France, 2020

Stone Buildings – Former Monastery of San Giuliano by CN10 Architetti, Bonate Sotto, Italy, 2016

Moreover, I realized that Orléans’ architecture contributed to my ability to find community in a foreign country. For example, the tight living spaces and communal courtyards helped foster strong connections with my roommates and neighbors. Equally, the abundance of mixed-use buildings furthered this strong sense of community living. In North America, we are often used to separate residential and commercial districts. Whereas in Europe, everything is much more densely organized. We often perceive density as a negative urban characteristic, but in this case, it helped me find my place and personal rhythm in Orléans. Whether it was visiting my local boulangerie or pharmacie, the intertwined nature between commercial stores and residential dwellings fueled a strong connection between all Orléanais people. In addition, the numerous public squares sprawled throughout the city would hold weekly farmer’s markets and social events. These public squares further contributed to my ability to comfortably integrate into the local way of life.

Public Spaces – Leyteire Courtyard by Martin Duplantier Architectes, Bordeaux, France, 2012. Yohan Zerdoun Photography

Dense ArchitectureVoltaire by SABO project, Paris, France, 2017

Before I knew it, the very things I at first disliked about France became the very aspects I now appreciate. Today I see claustrophobic close quarters as intimate spaces, narrow sidewalks as endearing and the bike-unfriendly cobblestone roads as a welcomed challenge to my daily commute to work. All in all, what I’ve taken away from my time in France is that European living is often more laidback. It’s at times less convenient and less polished but equally, if not more, enjoyable to North American life. The homes may not be equipped with the standard appliances found in North America, however, one will quickly find great satisfaction and purpose in navigating the quirks of European life.

Judging is now underway for the 10th Annual A+Awards Program! Want to earn global recognition for your projects? Sign up to be notified when the 11th Annual A+Awards program launches. 



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