Monday 27 Sep 2010


With a series of stylish living and bedroom areas spread over two floors, it's just like home, only better. Styled to look like an open-plan city apartment, EDC London - the capital's newest design showroom - has just opened and is filled with the latest product offerings cherry picked from Europe.

Pedalling ideas as well as product, the 2000 square foot showroom on Margaret Street in Fitzrovia is, says EDC Director John G Summerhill, a reflection of the way we want to shop now. "The EDC London team has specifically created a series of room environments - using real room dimensions - to demonstrate to customers what is achievable in their own homes," he says. "We want to show different ways of paring both classic and contemporary furniture, lighting and accessories that they may not have thought of before."

The result is a stimulating space that combines old and new with a continual play on colour and texture. The living room's perfectly appointed jumble of a Chesterfield sofa covered in deep pile velvet mohair, brown floral embossed leather club chairs and pompom-adorned embroidered cushions is case in point.

But, it won't stay the same for long. With its moveable walls and floating shelves, the showroom will constantly evolve, undergoing a complete turnaround every three months enabling it to continually serve up fresh ideas. Lucky that they have a cachet of European names to look to for help then, with designs from leading Italian lights Ferruccio Laviani and Mauro Lipparini currently in store.

For London Design Festival however, the focus will be on the launch of a new version of Arne Jacobsen's classic 'Swan' chair. Entitled 'Ørgreen Playground: Skyline Edition' , the chairs, which feature a stitched detail of the Copenhagen skyline, have been developed by eyewear firm Ørgreen Optic and furniture brand Republic of Fritz Hansen.

Located in an area billed as the capital's emerging design quarter, the store not only reflects how we like to shop but also, Summerhill hopes, is situated where we like to shop. "Fitzrovia is an undiscovered jewel in the heart of London, minutes from Bond Street and right next to Oxford Circus,' says Summerhill. "It's an ideal place for EDC London and we're sure other shops will follow.'

Jessica Kindle