Showrooms have been an important sales tool for hundreds of years. In London, spaces to present products for order are attested as far back as 1610. For Solus, this single function feels like a missed opportunity. Our customers deserve more and the location of our Clerkenwell showroom demands more; so, we are delighted to launch a new kind of paradigm-shifting showroom.
What is a showroom for, then? This is the question that Architects, Simon Astridge and Szczepaniak-Teh, and Solus Creative Director, Sam Frith were considering when they began the design process.
Sam Frith explains, “The showroom, as was, is dead. A space that is solely a sample repository is of limited interest to our audience. We need to engage with them, capture their attention. Architects and Designers still want to see and hold products; they want to feel their weight, their texture, see how the colours behave. But most significantly and increasingly, they want to hear their story. Solus Clerkenwell is a story-telling space in which we can take our customers on a journey both physically and imaginatively.”
80 Clerkenwell Road has always been the prime position in the Clerkenwell design district. Located on one corner of Clerkenwell’s answer to Shibuya Crossing, the building housed a temperance café during the Victorian era. What the original occupants would think of some of the parties that now happen in the space is not difficult to imagine!
Double glass doors give onto a small atrium with steps up to an open area (a ramp can be deployed to enhance access). This is the exhibition space. Every three months, a new installation or exhibition from an Architect or Designer takes pride of place here, acting as a draw to the inquisitive, passing by the large, street-level windows. The concept for the space was clear to Sam Frith long before the redesign began. “Very simply, we want to do cool stuff with cool people. How amazing is it that we can offer this outward-facing, busy corner in the heart of the design district in one of the great cities of the world to artists, architects, designers, performers as place to display their creativity?”
The big idea here is that exhibitors will collaborate with one of our major partners to create something interesting: this could be issue-led, aesthetic-driven, material focussed, or something else entirely. Accompanying the exhibitions are programmes of events, talks, screening, tastings, practical sessions, to amplify communications. The strategic purpose of both the space and the activities is one of cultural and social engagement.
Brand Manager, Katie Mitchelmore explains, “We want the showroom to nourish the mind and spirit of the creative community. Takeaway pizza, Prosecco, and a playlist had a good run, but it is time to move on. There will still be food and drink, but it will be more considered, more intentional. Exhibitors will showcase their work to their peers, collaborate with serious patrons, and explore ideas with the community.”
“Adaptation to the changing demands of our key audience is business critical. We’re lucky to have partners that trust our understanding of the market and who support this initiative. We’re also lucky to have an incredible Solus team who are making it happen.” Ryan Bennett, Managing Director of Solus.
An open plan kitchen facilitates the transition from the entrance into the space. A long birch and ceramic counter with integrated cooking facilities that transmit heat directly through the worktop includes at one end, a terminal and seating for the showroom manager. Moving past the counter you come to an open space with AV equipment. Talks, panel discussions, presentations, screenings are held here. Stools made from recycled plastic and coffee from Mater surround a specially commissioned table from social enterprise, Goldfinger.
“The programmatic entities that we identified early on are the welcoming, community-facing ground floor and the more personal and private basement. Both areas have multiple use requirements and quite clear and distinct personalities. We wanted the light and dynamism of the street-level to shift to a more womb-like and contemplative atmosphere below.” Architect Simon Astridge tells us.
As you turn the corner to the stairhead you will notice the burnished steel staircase, angle ground by one determined sub-contractor, it is a striking industrial note in a soft-minimal space. Clay-painted walls with occasional bright inclusions follow you down the stairs. This bespoke finish continues throughout the basement and was provided by Clayworks. It incorporates ground-up, discontinued samples from our old showroom – a rare example of post-consumer ceramic recycling.
The open upper floor gives way to something studious and quiet as you descend. This is the library. Rows of birch joinery displaying the most sustainable and innovative ceramics from around the world stretch through the space. A librarian’s desk from which samples can be ordered is situated at the foot of the stair with a well-lit display table to the right. A ‘necklace’ of joinery runs around the perimeter displaying products that we are particularly fond of as well as Art, Design and Architecture books for inspiration. Alcoves punctuate this necklace providing spaces for dry laying and private meetings. The flooring includes tiles in different finishes helping clients to visualise the product in use.
Soft lighting creates a place of repose and meditation, fostering creativity in an atmosphere far removed from the hustle and bustle of the streets above. A perfect space for a design meeting, a client walk-through, a practice research trip, or an afternoon of quiet study.
“We want the A&D community to look upon this showroom as their space, to use as they like. If you have an idea for the space, reach out. If you’d like to host an event for your clients, screen a film, give a talk, let us know. If you just want a quiet afternoon to focus, we’ll keep the coffee coming and the volume low.” Mirko Amir Francia, Showroom Manager.
Marcus Bentley, CEO of Solus says, “We’re delighted with the new showroom and the new direction it takes us in as a company. The A&D community in Clerkenwell is responsible for a significant part of our success as a business, so it feels good to give something back.”
Doors are open, do drop in, and keep an eye on our upcoming events.
