038 PROJECT 2


Gubi House London, Clerkenwell, London


Gubi has teamed up with fellow Scandinavian brand, and surface design specialist, File Under Pop, to unveil a permanent London showroom that feels less showroom and more authentic, liveable space


INSIDE AN ELEGANT London townhouse on a cobbled street, Gubi has unveiled its first permanent London showroom, known as Gubi House London. Located at 12 Charterhouse Square in Clerkenwell, it’s Gubi’s first dedicated show space in the UK, giving Londoners the chance to fully explore four floors showcasing Gubi’s design universe in person. It teamed up with fellow Scandinavian brand and surface design specialist File Under Pop to deliver an interior space full of texture and colour to set the scene for its products.


Led by founder and creative director Josephine Akvama Hoffmeyer, who has worked in the field of surface design for over 20 years, File Under Pop delivered a design scheme that blends traditional craftsmanship with modern technology. The new showroom features tiles crafted from Spanish clay and Italian lava stone, matt paint, and hand-painted wallpaper to elevate walls, floors and ceilings, resulting in characteristic surfaces and richly layered interior environments.


The brand’s dedication to craftsmanship and high-end design have help cement a perfect partnership, with Gubi’s chief brand oficer, Marie Kristine Schmidt, praising the fluidity and enthusiasm between the two: ‘Gubi and File Under Pop have worked together with extraordinary energy and agility to create something truly special. Both brands are rooted in creativity and curation, and each has brought a distinctive and complementary vision to Gubi House London.’


The shared aim for both Gubi and File Under Pop was to ensure that Gubi House London felt less showroom and more authentic, liveable space, with distinct design stories plus a coherent aesthetic and tactile expression running throughout. For Gubi, this meant thoughtfully combining and juxtaposing pieces of furniture to create different themes – such as elegant 1970s leisure, boho chic, boutique hotel elegance and laidback communal living – further enhanced by File Under Pop’s


WORDS BY EMILY MARTIN


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