The new Isomi showroom in Clerkenwell, deigned by Paul Crofts Studio, is a gallery where the charm of an authentic 1800’s Clerkenwell courtyard meets a super reduced material palette. Inspired by the brand’s concept of a single material per edition, the interior is stripped back and paired up with blackend steel.

A ribbon of metal folds and turns to create exhibition walls and a staircase balustrade. The original features such as a crane and double loading doors are reinstated to give nod to the honesty of the industrial design.

Celebrating the family business model, the visitor’s journey starts at the courtyard level with a working studio offering an insight into the current direction and design experiments. The upper floor is a minimalist, light-flooded room showcasing the brand’s latest edition. The client interaction unfolds at the actual edition pieces keeping the interior free of any additional furniture.