V-ZUG in London - a taste for space

Situated on a historic London street, V-ZUG’s new flagship brings strong Swiss ideas about timeless and durable design to the UK capital. We step inside the heritage-listed building with Gabriel Castelló Pinyon, the designer behind the V-ZUG showroom.

Welcome inside 

Providing a sense of permanence is often an elusive outcome in the world of retail design but this is exactly what V-ZUG has created with its new flagship showroom on London’s illustrious Wigmore Street. To achieve a feeling of timelessness, a sophisticated creative approach has been taken to ensure that V-ZUG’s product range – shaped and manufactured with longevity in mind – is complemented by the interior surroundings.

To create an overall design that would match the clean lines and top-quality materials deployed in V-ZUG’s appliances, Gabriel Castelló Pinyon, who carefully designed and oversaw the construction of the project, chose to create a cultivated lounge-like atmosphere, with “transparency” a key theme for the overall design. “It’s something that’s very Swiss, something that creates a sense of openness,” he says. For visitors, the result is a space that instantly makes them feel at ease on arrival, with comfortable seating that offers sweeping views of the various well-built elements, including an Italian marble-topped display table for the Swiss brand’s range of hobs. “For premium appliances we must provide customers with a premium environment,” says Castelló Pinyon.

And it’s the V-ZUG appliances that sit firmly at the centre of the concept. The brand looks forward to introducing visitors to this world via the flagship’s event kitchen and bar, where revered names in hospitality will dazzle Londoners using kitchen appliances designed with Swiss precision.

V-ZUG x Monocle / Photography Dan Wilton