Tramshed: A tour of Vitra’s new showroom

A year-long renovation project, the space, led by Vitra’s Creative Director of Scenography Till Weber, is the most extensive renovation project undertaken by the company. With the utmost respect for the building’s original features and history, the restoration blends the classical mannerist architecture with the distinctive stylings of Vitra.

Inviting members of the design world to explore the brand-new showroom, Vitra offered tours during LDF 2022 with the Tramshed’s architectural and design team, providing incredible insights and a deep dive into the project. Nest was lucky enough to follow along on one of these early tours and take in the genius styling of the team.

Forging old with new

Situated along a cobbled street in Shoreditch, the double-height hall, built for cranes and machinery access, is complete with a set of painted doors artfully depicting the top view of the Vitra house. With scattered building shapes in Vitra’s signature colour palette, the artwork fits in well with the unique street art of Rivington Street while fulfilling the intention of letting passers-by aware of the new ownership.

Weber explains that the primary intention of the renovation was to work with the lovely details of the building, retaining the entrance lobby and mezzanine. “It doesn’t make sense to take things out just for their needs, and we would instead consider how to work with it and make it feel like Vitra while retaining the historical elements that make the building so unique.”

When considering this intention, the team strived to gain as much knowledge of the building as possible. Looking through historical pictures of the hall, they could see that the steel structure was all black, while the roof was not the green tone that stood today; instead, a cream-white roof. Deciding to leave the green was an intentional decision, “We felt after some discussion that it contributes something nice, and let’s work with it rather than entirely painting it in another colour or back to the light colour we had originally”.

The Vitra team found that much of their inspiration came from seeing the hall in person, with the ability to appreciate and work with small details that might not be visible in photos. Approaching the project in a minimalistic way, the team only restored what needed to be and chose to show the traces of history wherever they could. This tactic, possibly most noticeable in the flooring, allowed for the story of the building to be told through the original wooden slabs and terrazzo pieces.

“Normally, when we do a fair presentation in Milan or a showroom like the Vitra house, we have to deal with brand new spaces. It’s much harder to create an atmosphere there. Here we have a win-win situation, and I think that is what makes it look cosier and makes it feel more like a real environment”, Weber explains. “Very happy that this opportunity was there to really blend in. To react to something.”

Vitra Club Office

While planning the showroom, the team was aware of significant elements they wanted to integrate. Understanding the needs of a post-pandemic work environment, they incorporated the Club Office created by Vitra, an open-plan alternative divided into public, semi-public and private spaces. In doing so, they outlined the needs of the UK showroom, serving the needs as an office, providing a space to host clients and somewhere to present the Vitra portfolio.

The showroom’s layout effortlessly delivers the sense of different environments within an open-plan space; perhaps the most notable distinction is the statement silver curtain that interrupts and divides the front area from the back, enclosing a soft huddle space within. Touch-down spaces align the left-hand side of the hall in the form of individual Kaari shelves with desks and accompanying Fauteuil Direction Pivotant office chairs.

Just to the right of the central huddle space sits the bar. Remarked as a communal centrepiece, the terrazzo bar contributes to the energy of the space without drawing too much focus away from the other areas. The sleek terrazzo countertop draws from the tones of the original colour palette with the assurance that the material will only improve with age.

With a selection of working spaces, Weber remarked how important it was to retain a homely and relaxing atmosphere. The retreat area, situated on the mezzanine, offered the perfect solution. Appropriately distanced from the desks, the area at the top of the stairs provides an opportunity to relax. Appearing like a home office, the space features chairs and shelves by Jean Prouvé, the Artek Tea Trolley 900 and an Akari lamp by Isamu Noguchi.

It’s all in the details

Vitra’s design language runs throughout while not always appearing in typical ways. The usual vinyl signage seen in other Vitra projects is transformed, instead presented as polished cast aluminium signs, harmonising effortlessly into the industrial stylings while still demonstrating the refined aesthetic. Retaining the Vitra Futura typeface, the signage blends in a new way and reacts to the space.

Artwork and objects adorn each element, showcasing Vitra’s own accessories or presenting pieces from artists worldwide. A set of Vitra dolls line the shelves of the entrance, while a Palm green Eames Elephant blends in amongst a selection of plants. The team strived to balance the colours and pieces with the original features and materials while still being able to energise the space, an act that Weber fondly refers to as ‘painting with objects’.

From the start, Weber explains that his intention was always to use art to break up the coolness of the wall tiles. Large prints from Erwan Bourellec’s Impossible series hang in sections of the hall. Typically, much smaller pieces, digital scaling adjusted the sizing and colouring of the artwork to fit the interior language of the showroom.

Beyond the hall

Prior to Vitra’s ownership, the Tramshed was home to a restaurant with the kitchen situated to the right of the hall. Through archways now sits an additional office space with simple yet complementary features. A set of Rayonnage Mural Wall Shelves aligns the left-hand side while a blown-up print of the main hall adorns the central wall.

Perhaps the office’s most striking and functional element is the bright blue curtains surrounding the meeting area. Combing sixteen layers of fabric creates a secluded office meeting space while muffling any internal or external conversations.

The Gallery

The Tramshed’s final space sits beneath the hall. Descending the basement steps, you’ll find a lacquered white room with a selection of Vitra’s portfolio. Currently showcasing the Prouvé collection, the gallery focuses on unique tones and shows how the colour material library works with different materials and forms.

The language of colour is clear in the gallery with a selection of chairs arranged in a gradient along the left wall, cleverly showcasing the Vitra portfolio alongside their colour palette. An eye-catching colour wheel, currently featured in Vitra’s showrooms, adorns the central wall with further information on Prouvé’s collection, continuing to display Vitra’s identity.

While several contributors worked on this renovation, Vitra’s design language remains true throughout each space. In part, the effortless feel of the space demonstrates how curated the colour library has become over the years, with the designers pulling from the library to create the cohesive arrangement shown in the Tramshed.

Not only an excellent example of how a transversal space should look, the Tramshed renovation demonstrates the utmost respect for the historical architectural elements. “The entire project contributes both. Furniture contributes to the space, and the space gives something back to the furniture,” explains Weber.

A further event and hospitality space, dubbed ‘The Loft’, will open in 2023.

Inspired by our visit to Vitra? Visit our brand page to discover the full range of Vitra designs. Need a hand? To talk to one of the Nest team, please email info@nest.co.uk, call 0114 243 3000 or send us a message on LiveChat.