Clerkenwell, the old industrial district in Central London, now transformed into a residential, office and creative zone, is to be home to the new 'Casa Ethimo' in the UK.
It is a vibrant, dynamic environment, known for the innovation and design excellence of the brands whose showrooms enliven this design hub. Every year the area hosts events and shows dedicated to design, such as the well-known Clerkenwell Design Week.
This strategic location will enable Ethimo to reach a public consisting of professionals in the sector, such as architects, designers and planners, and a community keenly aware of the latest trends and with a shared passion for design.
The new Showroom presents a particular urban identity that fits perfectly into the surrounding environment, interacting with its history and sharing its architectural language, with a fusion of industrial, residential and contemporary elements. Inside, there is a relaxed atmosphere, invoked by that special feeling of connection between nature and outdoor design.
The visual dialogue that is created thus enables the new Flagship Store to adopt a unique and distinctive identity.
The exhibition project is an interesting combination of different styles: there is the obviously industrial aspect of the space, featuring high ceilings, red-brick walls, cast iron pillars and exposed wooden beams, and there is the Mediterranean mood of the collections, expressed primarily through natural materials, fabrics with warm colours and elegant weaves that impart an organic note to the environment. The furniture is arranged in a way that 'simulates' more intimate, cosy spaces, evoking an invitation to socialise and relax. Through the careful balance of materials, colours, and details, the choice of shapes that allows both styles to be enhanced, and conceptual decisions whereby each element - and its arrangement - is designed to highlight the qualities of the others, this new Showroom reveals itself to be a stimulating, harmonious and welcoming environment.
The space, covering an area of about 300 sqm, extends over two levels: the first level, with its large windows, faces onto Old Street, while the lower level offers a second display area. The stylistic consistency between the two levels allows the visitor to pass seamlessly and harmoniously between them, without any visual or sensory interruption. The display spaces on the Ground Floor are flooded with natural light, and thanks to large skylights this continues in the basement too, where the alternation of natural and artificial light helps to make the space particularly welcoming. The light filtered through the large windows, apart from creating a connection with the outdoors, prompts a positive perception of the environment that changes during the day, affecting the colours and the atmosphere; the artificial lighting has been designed both to enhance the furniture on display, through spotlights, and to improve the visitor experience as a whole.
The Showroom houses a carefully chosen selection of furniture, telling an Italian story of elegance, comfort and the passion for nature. Here you can find the new items that enrich the Ethimo catalogue each year, as well as the most iconic collections, with an eye for the proposals that will be most in tune with and interesting to the British market. The arrangement is designed to enhance the aesthetic and functional qualities, promoting a feeling of openness and continuation between the indoors and outdoors.
It is not just a display space, but is above all a place where we can bring architects and interior designers together with their outdoor projects, allowing them to be inspired by the materials, colours and fabrics featured in the Ethimo collections. Our new London 'home' fosters the values and inspirations of our brand, expressing our vision of ideal outdoor living, with the emphasis on the aspects that define all our products: attention to aesthetics, comfort, practicality and quality. These elements are accentuated by the close bond with the artisan tradition, the ability to innovate and the desire to suggest new trends for outdoor living.
More information:
Ethimo
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www.ethimo.com