19 Sep Enter the Jewel Box
THG Paris’ Design Centre North showroom is a luxury boutique for bathrooms
“I looked at it more like jewellery, than as a tap,” says THG Paris’ creative director Alexandra Singer, who designed the French luxury brand’s newly opened showroom in Design Centre North. She didn’t look to other bathroom showrooms for inspiration, but rather Cartier and Bulgari, and that really shows: THG’s taps are sparely exhibited on beautifully lit shelves and in a spectacular circular vitrine at the entrance. “Instead of something that looks like Ali Baba’s cave, we decided to show less. Instead, we’re showing styles and ambiances,” says Singer.
Further inside, a series of vignettes unfold that give a sense of the broad range of aesthetics that the brand sells, from ultimate minimalism to opulent products incorporating crystal, marble and other luxury materials. THG’s huge range of products is one of its strengths, but it was also a challenge when it comes to the look of the showroom, says Singer: “Other brands have a style that might be either traditional or super-contemporary, but the problem with THG is that it does everything.” Instead, the design communicates “come and enjoy the beauty of what we do, and then we will show you the details.” Once you have a feel for what you like, there’s an intimate room off to one side of where you can explore things in more depth. The materials used for the interiors (leather, stone and marble) have a permanence that reflects the longevity of the products themselves, while a cascading glass chandelier echoes the shape of raining water droplets.
THG is known for its creative collaborations with designers and design houses, including Baccarat and Champalimaud; look out for its latest Zoom collection, which has been created by Jean-Michel Wilmotte and is inspired by a camera lens. Its products are showcased in some of the world’s finest homes and hospitality spaces, including the Mandarin Oriental Ritz, Madrid; Lana Dubai; and La Mamounia in Marrakech.