Vitra has opened its biggest UK dedicated consumer retail space at Heal’s on Tottenham Court Road, London. Situated on the first floor, the new area features an extensive Colour and Material Library, Lounge Chair Atelier and further Vitra collections including exclusive new designs. This is the largest dedicated Vitra space at any retailer.
Heal’s is the first retailer to show Vitra’s Lounge Chair Atelier. This offers an overview of all the shell, base and leather options available to a customer, thus allowing the visitor to carefully select their preferred choice. The Lounge Chair Atelier allows viewers to discover the story behind this icon of modern design, from the choice of materials to the longevity and sustainability of the design. In the new year Heal’s will also showcase the widest range of the Vitra Colour and Material Library, thus allowing customers to have an in-depth consultation and truly understand the full potential of Vitra’s classic and contemporary products.
Vitra’s Kado unit has been used to house the accessories collections; Kado is a slimline structural system, enabling versatile and eye-catching merchandise displays. Vitra is a leading supplier of modular systems for retail and service interiors. The company develops and commercialises modular systems for successful store branding concepts worldwide - in close contact with architects, visual merchandisers and retail customers.
'We are delighted to launch the ‘at home with Vitra’ concept at our flagship store on Tottenham Court Road. Vitra stands for the same values of design and craftsmanship that Heal’s stands for and is a great brand fit for our customer base. We worked closely with the team at Vitra to showcase the best of what they have to offer including iconic pieces such as the Eames Lounger chair, as well as the best of modern design, such as the Barber & Osgerby Mariposa sofa,' says Sabina Miller, head of buying at Heal’s.