paul crofts studio designs london showroom to present isomi in concrete

paul crofts studio designs london showroom to present isomi in concrete
all images courtesy of paul crofts studio

a showroom in clerkenwell, london was designed by paul crofts studio for british furniture producer isomi. the gallery combines the charm of an 1800’s space, with a reductionist interior that strips elements to their most essential forms. drawing from the brand’s concept of using a single material per edition, crofts’ design uses only hot rolled steel throughout. original features, such as a crane and double-loading doors, were refurbished to reinforce the sense of honest industrial design present.

mono seat, void table 

visitors’ journeys start at the courtyard level, with a working studio that offers insight into current company direction and experiments. the space’s upper floor is a minimalist, light-filled room that showcases all of the most recent products. client interactions unfold directly at collection pieces, which not only provides working context for each, but keeps the interior free of any additional furniture as well.

fold desk 

‘isomi in concrete’ is a fourteen piece collection that the space is presently dedicated to, which was also designed by paul crofts studio. isomi’s move into concrete was conceived when crofts began experimenting with applying the typically architectural material into furniture products. after extensive research into process and forming connections with various producers throughout europe, crofts and isomi found a way to manufacture the entire line without recourse to the fiberglass imitation ‘concrete’ so often used by others.

lintel desk 

the visual aesthetic of the concrete range was formed in direct response to the material in question. as common with all of crofts’ work, design cues were taken from architecture and structural detailing, then reduced to deliberately minimal forms. paul crofts says about the work, ‘I’ve always been fascinated by the possibilities of concrete. it is such a structural, pure material, and I wanted to bring its essential qualities — raw, real, tactile, authentic — to my work for isomi. I feel we’ve succeeded in producing a true, very high quality solution that’s faithful to this amazing material.’ 

hot rolled steel desk 

hot rolled steel staircase 

isomi showroom exterior façade  

modular units 

lintel desk

volume desk 

modules  

detail 

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edited by: nick brink | designboom