Authentic functions are paired with blackened steel in modular concrete furniture brand Isomi’s first showroom, housed inside of a former print factory in London’s Clerkenwell .

Isomi showroom by Paul Crofts Studio

To reflect the Uk brand’s greyscale aesthetic, Paul Crofts Studio opted for a minimum materials palette with dark metal accents when designing the interior.

Isomi showroom by Paul Crofts Studio

“The notion was to use a reduced materials palette which reflects the manufacturers concept of a single material per addition,” Paul Crofts informed Dezeen. “The selection of blackened steel was partly inspired by the Isomi brand palette which to date has all been in black and white.”

Isomi showroom by Paul Crofts Studio

The studio was keen to respect the present warehouse developing, and has reinstated unique attributes this kind of as a crane and double loading doors.


Connected story: Paul Crofts Studio sinks seating regions into floor of London office


“The constructing previously had a lift in the centre that was utilised for moving palettes of paper,” said Crofts. “We in essence stripped it proper back and inserted the vital exposed services whilst retaining the unique character.”

Isomi showroom by Paul Crofts Studio

Guests enter on the courtyard degree, the place they are provided an insight into the brand’s design process and existing course at a functioning studio.

Upstairs, existing brick walls have been eliminated to allow normal light to flood the showroom. Additional furnishings was purposefully omitted in order for target to stay on the brand’s core assortment.

Isomi showroom by Paul Crofts Studio

As well as heading up his eponymous studio, Paul Crofts is Isomi’s design and style director and is responsible for the brand’s merchandise line.

“My ethos for the layout work I do for Isomi is that the resources must be truthful and normal,” stated Crofts. “By natural I imply utilized straight from the factory without secondary processes applied.”

Isomi showroom by Paul Crofts Studio

The move to extend the company’s output into concrete came about when Crofts began exploring the choices of applying the material to furniture merchandise.

“I have always been fascinated by the possibilities of concrete,” explained Crofts. “It is this kind of a structural, pure material, and I needed to carry its important characteristics to my perform for Isomi.”

Isomi showroom by Paul Crofts Studio

The Concrete selection includes three modular programs titled Chamfer, Volume and Lintel and launched throughout this year’s London Design and style Festival – coinciding with the showroom opening.

Previously, Paul Crofts Studio submerged seating locations below the floor in a advertising agency Fold 7’s office, and extra screen-printed tables to a west London crêperie.

Photography is by Annabel Elston.

Dezeen

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