Vitra opens in Selfridges in London

Passion for design is growing and infecting the general public. This phenomenon is demonstrated by the boom of furnishing shops and showrooms scattered along the most important shopping streets.

Vitra, a famous design brand that boasts many celebrated icons in its catalog, is launching a partnership with Selfridges, the British department store chain, to open the first sales point dedicated to its line of Home Accessories. It is a space on the fourth floor of the largest Selfridges shop in London, number 400 on very central Oxford Street.

It showcases Vitra’s complements, accessories and textiles: from great classics by masters such as Charles & Ray Eames, Alexander Girard and George Nelson to pieces by contemporary designers like the brothers Ronan and Erwan Bouroullec, Arik Levy, Michel Charlot and Hella Jongerius.

Among the products on sale (also available online on the site are the Nuage Vases by Ronan & Erwan Bouroullec (from £109), the colorful Dot Pillows, the fruit of color research by Hella Jongerius (£79), and the practical O – Tidy by Michel Charlot (£25), a carry-all tray container that is useful in the home and also suitable for the office.

To create the retail space, the Hamburg-based Besau Marguerre firm chose to decorate the interiors with Vitra’s Kado container system, a homage to the company, its history and products.
 «We are very excited to work with Vitra – comments Geraldine James, Selfridges Home Buying Manager – and to present this beautiful new space. Vitra’s contemporary design gives a unique touch to our fourth floor, which is dedicated to homeware».