A flagship showroom for Savoir beds that provides a sanctuary of serenity in the heart of London’s Mayfair.
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Savoir, makers of world-renowned luxury bespoke beds, added to their 15 international locations by opening a new flagship showroom in London’s prestigious Berkeley Square, Mayfair. A vital touch point in the customer journey, this in-person destination seeks to inspire creativity while providing the privacy necessary to facilitate the unique and personal process of selecting a bespoke bed. The result is a space that communicates the craft and heritage of the Savoir brand, while providing an elevated customer experience where bed-seekers can immerse themselves in comfort and design.
Savoir’s history is an illustrious one. The original beds were first created for The Savoy in 1905, when owner and impresario Richard D’Oyly Carte was looking for unsurpassed comfort befitting one of the world’s most cutting-edge and luxurious hotels. When no bed on the market met this standard of excellence, custom-made hand-crafted designs were commissioned from London’s finest upholsterers.
More than 100 years on and, today, Carte’s emphasis on quality and craftsmanship is evident in both Savoir’s beds and its new 2,000 square foot, split-floor showroom. Every design element – from custom light fixtures to sculpture and artisan furniture – has been carefully curated to complement the artistry and craft of the beds on display. Still life imagery that adorns the walls, the work of British photographer Robin Broadbent, demonstrates the simple beauty of the natural materials within a Savoir bed, while specially commissioned bespoke pieces from Scottish furniture makers Faolchú’s add warmth and patina to the space.
The showroom’s grandly proportioned entrance – a space softened by undulating walls and a palette of mineral tones – provides the perfect introduction to Savoir’s brand story and products. Faolchú’s pieces - an oak and gold glass display cabinet - is a playful collection of miniature beds, which provide a snapshot of the styles of standards on offer. More purpose-made art installation-like glass cases are positioned close by, providing an innovative and inviting way for customers to view the variety of Savoir mattresses on offer.
A curved sweep of stairs connects the entrance and the rest of the showroom. These serve as a subtle reference to Savoir’s heritage and its relationship with the art deco style of the original Savoy Hotel, a connection echoed in the stepped plasterwork detail around the headboards, which also anchor the beds in space. Further features, such as the subdividing solid oak and glass screens and the use of intelligent lighting, give the space shape and form, and provide a degree of privacy for customers experiencing the beds.
Behind the central desk, props to aid Savoir’s skilled consultants are displayed in glass cylinders or framed by purpose-built cabinetry, transforming assorted springs into fine art pieces. Meanwhile, in the consultation room, located near the rear of the showroom, plenty of natural light makes it the perfect place for fabric swatches and finishing details to be poured over. Throughout, a softly sophisticated selection of textures and colours, of sand-hued concrete floors, plaster paint walls in bone, oak fitted joinery, polished and burnished brass metalwork, give the showroom’s architectural interior warmth and intimacy.
Through a combination of impeccable craftsmanship and careful selection of textures and materials, Savoir’s showroom evokes the brand in new and innovative ways. This space successfully marries an interactive art gallery design with the sensuous and sensory. It takes customers on a journey, both back in time to Savoir’s glamorous beginnings and towards their new bespoke bed. Read less
