FIORANO MODENESE, ITALY -- Florim presses ahead with its investments in the opening of new institutional spaces in the most important global design centers. On Monday, September 28, the Group opened its Flagship Store in London -- a vibrant intercultural capital with a unique blend of tradition and new trends.
The showroom, which is located in Clerkenwell, one of the liveliest, contemporary design districts, is intended to be a place for contacts and dialogues with architecture professionals, a meeting and training location and, above all, a place where visitors can view and experience the “Made in Florim” ceramic offering first hand.
“At a time of general market uncertainty, our company is continuing to invest in the opening of new spaces that give us an on-the-ground presence in strategic design centers,” said Claudio Lucchese, president of Florim S.p.A. Benefit Corporation. “We want to establish ties with the big architecture firms and to promote ‘Made in Florim’ products and the use of large slabs, both for traditional covering applications and for the new furniture market. After Singapore, Frankfurt and London, another new showroom opening will follow shortly in Abu Dhabi.”
The Flagship Store in London is based in an old 18th century courthouse: the “Old Sessions House,” located at 4 Farringdon Ln. in Farringdon, London. With its elegant Georgian style and iconic red doors, the Old Sessions House stands out in this district of old factories and warehouses now converted into showrooms and design studios. Inside, vaulted ceilings, antique floors and bare brick archways provide an exclusive setting for Florim products. The surfaces of all the group’s brands will be presented in a home-setting that highlights the versatility of the range, presented in a domestic dimension.
The inauguration of the London showroom is the latest part of a process that began in 2009 with the first opening of a space in Milan, followed by Moscow in 2014, New York in 2015, Milan again in 2016 with Spazio Cedit, Singapore in 2019 and Frankfurt in early 2020.