The arrival of Italian furniture firm, B&B Italia Showroom in Brompton Cross, which is the concentration of elegant shops at the western end of Brompton Road in London, must denote something. At the very least, it must mean that the affluent British, in larger quantities than formerly, are able and willing to spend money on products by designers such as Gaetano Pesce, Antonio Citterio and Marc Newson. Designed in 2000, the B&B Italia Showroom London is the product of collaboration between three pioneers of contemporary design: John Pawson who was assigned for the new architecture, Antonio Citterio designed the striking interiors that would meet Pawson’s needs, and B&B Italia produced its own distinctive sets.

The B&B Italia Showroom London ingeniously exploits what is an exceptional space, as both Pawson and Citterio have designed collections of furniture for the Italian company and so the project is built on established working relationships and a shared vision. Seen from above, the building with its lead roof looks like a silver arrow speeding through the heart of London, culminating in a sharp point. What looks like a steep, precipitous element on closer inspection turns out to be a sort of fin, a wedge with the spine of the roof curving downward.

Building on the long, narrow lot was made even more problematic by height restrictions. The architect had to create an interior whose charm would do away with the sense of narrowness. John Pawson achieved this result by opening up both the front and the back of the building with walls of glass, flooding the interior with daylight and considerably accentuating the verticality of the space. The site is running west-east, stretches more than 120 m from the boutiques and Georgian villas of Brompton Cross to the more prosaic urban scenery of South Kensington’s railway tracks, was previously occupied by a 1200 sq m automobile showroom, offered Pawson a unique opportunity to construct a building ‘from scratch’. It is bounded on the north by a long wall dividing it from neighbouring houses and gardens.

B&B Italia Showroom London stands out as an independent, autonomous structure. His trademark fusion of inspired use of light and exquisite materials has created an ideal environment for B&B Italia. Curved and vertical elements meet to frame a striking new volume in the urban landscape. Composed of sheet glass, natural stone and bronze, the facade rises on Brompton Road like a piece of monumental sculpture. Clear forms stand out for the simplicity and elegance of their materials.

Once inside, a ramp sweeps the visitor from the entrance area into the main space. The split-level visible from the street reveals the insertion of a mezzanine, which leaving the ground floor’s 120 m longitudinal visual axis free and uninterrupted, maximizing the space, which is divided into various environments appropriate to the different furniture ranges displayed.

The entire length of the B&B Italia Showroom London is crossed by skylights which draw the eye back to the glass wall at the rear, upward and outward. The cut of the skylights ensures that light falls on the walls so that they shine and create a luminous detachment between the roof and the walls. Generous windows at both end and skylights spanning the length of the building bathe the interior in natural light. The sweeping curve of the ceiling is pure white, while the floor is laid with pale, honey-colored limestone.

Looking out onto an urban landscape and then up to the vastness of the sky, the view from the entrance creates a sense of acceleration towards the showroom. Viewed from the back, the glazing instills a feeling of calm and conclusion. The collaboration of Pawson and Citterio, their shared principles of superior quality and innovative design has resulted in an exciting, contemporary style and the perfect home for B&B Italia in London.

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