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Vitra's London showroom in the Tramshed

Vitra opened the doors to its new showroom in the heart of Shoreditch, with works from Wrong Shop. 

To coincide with the London Design Festival 2022 (17 – 25 September), Vitra unveiled its new flagship UK showroom in Shoreditch, London. A renovation of the grade II-listed Tramshed building, which was originally designed in 1905 by Emmanuel Vincent Harris, and served as an electricity transformer station for the Eastern London Tramway.

Vitra Showroom London
Image credit: Taran Wilkhu

True to the Vitra brand's signature style, the London showroom is an assortment of their iconic collections and guest designs. Similar to the VitraHaus in Weil am Rhein, the idea is to build a home and a community, as much as a showroom. Comprising a gallery, offices and meeting rooms, event spaces, as well as an expansive furniture collection, Vitra’s new outpost invites visitors to experience the furniture in an natural, in-situ manner.

The Swiss firm, founded in 1950, is famous for its ground-breaking furniture. Wrong Shop was approached by Till Weber, Vitra’s creative director of interiors and scenography, to provide wall hangings for the space.

Following the launch of Erwan Bouroullec’s The Impossible, a paper limited edition from 2022, we were pleased to present the artworks reimagined as aluminium backed wall hangings. Nature has a strong influence on Erwan’s exploratory and creative practice. This multifaceted series is an exploration into how we experience and understand our surrounding environments. Photographs of the countryside are overlaid with abstract geometric patterns, using specifically developed software. The artwork is then printed on textile with an aluminium foil backing, giving the object sturdiness while offering the opportunity for crumpling and manipulation.

The artworks by Erwan Bouroullec for the Wrong Shop sit behind the new Abalon sofas by Ronan and Erwan Bouroullec for Vitra, launched in Spring 2023 and also previewed at the space for the first time. Plants, accessories and artworks including this new body of work completed the installation. The result? An exquisite contemporary interior.

Shop Erwan Bouroullec's The Impossible edition series here.

The Impossible

Artist and designer Ronan Bouroullec is a powerhouse of design. Notable for his architectural interventions, experimental objects and colourful abstract forms. His work is held in coveted permanent collections and he has collaborated with iconic brands such as Vitra, Hay, Flos, and Kvadrat.
World renowned artist, designer and tech subverter Erwan Bouroullec's work bridges both art and design. His diverse practice explores coding and computer algorithms to create unique digital drawings. His collaborative designs have seen him work with brands such as Vitra, Established & Sons and Kvadrat.
Brothers Ronan and Erwan Bouroullec live and work in Paris. Their oeuvre ranges from small everyday objects to architectural projects, furniture and drawings. For over two decades, the acclaimed duo have co-created iconic designs for major brands and their work is held in some of the world’s most coveted permanent collections.
Amsterdam-based designer and illustrator Rop van Mierlo's peculiar works feature untameable creatures. His signature dreamlike style has seen him collaborate with recognisable brands such as Maison Kitsuné Paris, Moncler and Hermès.
Visual artist Pierre Charpin balances colour, line, form and space in rhythmic, expressive compositions. Explore his minimalist aesthetic, and striking monochromatic prints. Known for his collaborations with recognisable brands such as Hermès, Hay and Saint-Louis Crystal to name a few.
Iconic artist and designer Nathalie Du Pasquier was a founding member of the Memphis group and ever since, she’s been an unstoppable force in shaping the design world as we know it. Her multifaceted practice has seen her work with the likes of American Apparel, Hermès, Bitossi and Mutina.
Gijs Frieling and Job Wouters, known collectively as FreelingWaters, work between illustration, painting, graphic design and furniture design to achieve a colourful and psychedelic aesthetic. Their debut collection premiered at London Design Week and Design Miami/Shanghai in the autumn of 2021 and ever since, they've worked on commissions for Elle Decor and fashion designer Dries van Noten, to art gallery The Future Perfect and more.
Working in the boundaries between art, decoration and design, Jaime Hayon's creations for are full of optimism and show his limitless imagination. ⁠His work can be seen in public spaces and as part of leading hotels worldwide, as well as making creations with brands such as Zara, Swarovski, Cartier, &Tradition and Cassina.
Renowned artist, writer and publisher, Canadian-born Leanne Shapton is now based in NYC. She is Art Editor of The New York Review of Books, and her illustrations have previously explored themes, such as swimming pools, women’s fashion, and floral forms.
George Sowden is a designer living and working in Milan and founding member of the Memphis Group. A designer for Swatch, Alessi, Guzzini, Moulinex and Steelcase among others. In recent years he started his own company, Sowden, and designed and produced a collection of items for Hay.
Philippe Weisbecker's work has been featured in some of the most prestigious publications, including The New York Times, Forbes, GQ and The New Yorker, and he is currently collaborating on inspiring projects with global design brands.
Bold and witty, Richard Woods' work is instantly identifiable. The British artist first gained recognition in the 1990s and is known for creating remarkable installations and sculptures that mimic the aesthetics of traditional architecture.
Part illustration, graffiti and calligraphy, Job Wouters mixes them all together to create powerful and vivid visuals. Over the last decade, he has worked for commissioners such as The New York Times, Süddeutsche Zeitung, Stussy, Nike and Universal.
British designer Bethan Laura Wood's colourful approach has seen her work with a wide range of companies, including Valextra, Kvadrat, CC-Tapis and Dior. Her work has been exhibited in galleries and museums around the world, including the Victoria and Albert Museum, Swiss Institute, Contemporary Art, MOT, Tokyo and the Design Museum, London.
To find a matching Wrong Shop poster simply go to the poster product page and select 'Unframed poster + hanging kit'.
A self-confessed textile nerd, Dutch creative Bertjan Pot is well known for his ropemasks, lighting, baskets, and rugs which reflect his experimental techniques. His colourful signature style has seen him collaborate with iconic brands such as Cassina, Febrik, Moooi and Nike.