In the middle of a retail revolution, physical showrooms are still a thing. This is why, in an increasingly digital world, V-ZUG commits to real life through the V-ZUG Studio – a place to experience the brand, interact with the products, and have inspiring conversations on food, design and new ways of living. We spoke with Gabriel Castelló Pinyon, Global Interior Art Director of V-ZUG.

In the last few years, V-ZUG has opened or redesigned its showrooms in Europe, Asia and Australia. At the heart of this strategy lies the V-ZUG Studio – designed and brought to life by Gabriel Castelló Pinyon - a place dedicated to experiencing the brand.

«In a V-ZUG Studio, the product remains the protagonist; the focus just shifts from the appliance to the perfect integration between the appliance and the space». Gabriel Castelló Pinyon

Integration is one of the key concepts also on another level. Since the cities that host a V-ZUG Studio are very different from each other, every V-ZUG Studio is unique: while the Paris Studio is reminiscent of a classic Haussmanian flat, the London one is dark and conveys a powerful vibe while the Milan Studio reflects the refined and timeless aesthetics of an international capital of design. The interior design plays a key role in this creative process.

What unifies the Studios all over the world is V-ZUG’s touch. «Every studio has clean and minimal lines» explains Castelló Pinyon. «It is humble and low key, as Swiss design. We put extra attention on furniture, selecting the best pieces by designers with whom we share a vision and values – like John Pawson, the Bouroullec brothers, and Patricia Urquiola, just to name a few».