Twelve months after opening, Vitra has redesigned its largest dedicated consumer retail area at Heal’s on Tottenham Court Road, London. The newly reimagined space acts as both a retail touchpoint and also a source of inspiration for customers, featuring new launches, iconic pieces, sensory elements and dedicated spaces for children and families.
The vitra collection at Hela’s has been designed to offer inspirational home settings, focusing specifically on the living and dining areas of the home. The concession on the first floor aims to not only be a shopping destination, but also a place to explore the design story that has made Vitra one of the most important brands in design.
Developed by Vitra’s specialist in-house retail design team, the new space is clearly zoned to create two distinct areas. One half features a fresh green hue, creating a calming interior that houses inspirational room sets and product displays. The other half of the space hosts consultation zones and retail touch points, such as the Accessories Store and the Lounge Chair Atelier. The latter allows customers to discover the story behind this icon of modern design, from the choice of materials to the longevity and sustainability of the design. Offering an overview of all shell, base and leather options available, it allows the visitor to carefully select their preferred choice.
Visitors are immersed in the Vitra story, where a short film explaining the brand’s history. The immersive experience is reinforced with sounds from the limited-edition Eames Radio, paired with wireless speakers from Revo.
As well as the adjusted room sets, Vitra has included a dedicated children’s area. Playful decoration and colouring areas make it a happy place for children to be entertained whilst parents can enjoy the rest of the showroom.
‘Twelve months after the launch of Vitra’s largest retail showroom in the UK at our flagship store in Tottenham Court Road, we are excited to announce a refresh of the space with the latest products, styled by the Vitra team,’ says Sabina Miller, head of buying at Heals. ‘The launch of the Vitra showroom has been a huge success for us, strengthening the relationship between Heal’s and Vitra. We share a passion for design and quality and want to surprise our customers with exciting new products and inspirational room sets. My favourite piece is the Plate dining table designed by Jasper Morrison. The elegant silhouette combined with the pure Italian marble top has the hallmarks of a design icon.’
