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A Rave-Inspired Retail Experience at vitruta London

Onur Çoban

Fotoğraflar: Benoit Florençon
Photos: Benoit Florençon

Located in the heart of King's Cross, London, vitruta's concept store in Coal Drops Yard honors the area's storied past. Once a coal yard, then a hotspot for the underground rave scene and now a cultural centre, the landmark space embodies London's changing cultural narrative. The use of stainless steel and coal brick pays homage to the area's industrial past, while carefully selected design details reflect the perspectives and creativity of the collaborators who helped shape this space. Each element represents a shared vision that bridges history with a contemporary approach to design and functionality.

 

The interior was envisioned by Creative Director Serra Duran Paralı, in collaboration with Paris-based architect and cultural observer Sofia Cherkaoui of SSStudio+212. Rather than going to a recognised, established team, vitruta worked with new collaborators including NM3, MealDealWorkshop, Eddie Olin, Mateo Garcia, Mateo Garcia, Holloway Li, Pierre Castignola, Jesper Eriksson and Wendy Andreu, whose work is featured throughout the space. As vitruta took its first steps in London, we chatted with the brand's creative director Serra Duran Paralı and architect Sofia Cherkaoui about their new concept store.

Interview: Onur Çoban


Starting from the idea that the store should offer an experience and a narrative, not just a retail space, how did you embody this vision in the vitruta London store?


Serra: vitruta London is a manifestation of collaboration, design and cultural interaction. Working with designers and artists from many different cultures, we have created a space that reflects the essence of contemporary retail - a space where design meets daily life practices.


While bringing together brands and designers with a minimal design philosophy, we aimed to present this diversity in a coherent and holistic way. By blending the industrial heritage of Coal Drops Yard with modern materials and contemporary touches, we created a space that preserves the traces of the past but looks to the future. Our store is designed as a space where design and attention to detail inspire visitors as well as products. With this approach, we offered not only shopping but also the opportunity to tell a story through the brand.




 

"This store is not just a place where products are exhibited; it is a platform where ideas, stories and aesthetics converge."


 

In a culturally multi-layered city like London, what were the challenges or opportunities of bringing a local brand like vitruta together with the local context? As a local brand, how does vitruta want to establish its identity in London?


Serra: The multi-layered structure of London presented both challenges and opportunities for vitruta. Positioning a Turkish brand in a city with a strong presence of global brands and deep-rooted subcultures was a challenge in itself. However, London's multicultural fabric supported our vision of creating a space where everyone could find something of themselves. Here, a sense of belonging was about a deep connection with the brand, beyond just buying a product. As a foreigner in London myself, I preferred to work with a team from different cultures and I think we succeeded in reflecting this polyphony in the curation of the store. Instead of localising vitruta, we integrated our global values into the universal language of London. In this way, vitruta aims to become a meeting point in London where design and aesthetic values come together, rather than just a retail space.


How did choosing to work with emerging artists and designers enrich your design process? What was the motivation behind this choice and how did working with these names contribute to your designs? Will different collaborations with artists and designers continue in the future?


Serra: It would definitely have been a less risky way to work with previously proven and well-known names in this project. However, I preferred to share this space of trust with creatives who are inspiring to me. Including names that I have been following for a long time and whose productions I appreciate in this process made the project much more meaningful for me. Just like the opportunity presented to me, I wanted to create space for people with a creative vision and something new to say. This approach not only enriched the process, but also transformed the store into a more dynamic and inspiring space. We plan to collaborate with similar motivations in the future. This not only allows us to connect with the creative community, but also furthers vitruta's unique story.



The story of Coal Drops Yard from past to present is rich and layered. From a coal depot to an underground rave scene and now a cultural attraction, how did this space influence your design decisions? How did this historical context resonate in your design?


Sofia: Coal Drops Yard’s layered history is a goldmine for storytelling through design. Its transformation from a coal depot to an underground rave haven, and now a cultural destination, resonates with a deep sense of flexibility and community. 


The architectural intervention by Heatherwick Studio, with their bold yet sensitive approach, set a precedent for designs that respect the old while introducing the new. Following this philosophy, designs for the space must feel like natural extensions of its history, with such a narrative, honoring its evolution is essential. The rave culture that once thrived here brings an ethos of openness. Design choices that create flexible, open spaces, with dynamic lighting and Soundsystem, nod to its hedonistic chapter. 


Also my influences come from South Korea and Japan where retail is becoming more a minimalistic event space, an exhibition space that curates design objects, clothing, accessories. I considered vitruta as a hub for creativity and culture. Designed furniture as an exhibition element should foster interaction, discovery, curiosity. 



 

"Drawing from Coal Drops Yard’s origins as a coal depot,  materials like stainless steel, and black charcoal brick were used to evoke its industrial past. These elements create a tactile and visual connection to its working-class roots while grounding the store in the larger narrative of the site."


 

How do the materials you used in the store create a context in terms of both storytelling and functionality?


Sofia: In designing the vitruta concept store within the vibrant setting of Coal Drops Yard, the selection and treatment of materials played a pivotal role in bridging the site's layered history with the store’s contemporary purpose. Each material and designers were chosen with careful attention to storytelling, functionality, and resonance with the space's past and present.


The underground rave culture is with the existing concrete and brick walls, but also their communication with the stainless steel wall and the charcoal brick used in some furniture. These nod to the raw, experimental energy of the rave scene, creating an interplay between rough and refined.


By balancing the context with the vitruta identity, the design does more than honor the site’s history, it connects it to vitruta’s ethos of exploration and creativity. By thoughtfully combining industrial, modern, and sustainable materials, the store becomes a microcosm of Coal Drops Yard—steeped in history, yet forward-looking and dynamic.



BASILI EDİSYONLARI KEŞFEDİN

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