Gubi sets up its show apartment in Paris

Gubi is inaugurating its first permanent showroom in France and has chosen to move away from the classic codes of product display. Its Gubi House Paris, set in an apartment in the 8th arrondissement, stages the furniture in a genuine Parisian interior, following uses and moods rather than a traditional commercial scenography. The space is organised as a suite of rooms bathed in natural light, where mouldings, fireplaces, high ceilings and large traditional windows contrast with the contemporary lines of the Danish brand’s collection. Each volume develops its own atmosphere – reception, work, relaxation – in an approach inspired by the capital’s art of living and the new hybrid uses of the home. The route thus alternates open sequences, evoking the hushed world of a boutique hotel, and more intimate spaces where lounge, dining or work functions coexist fluidly. Materials, textures and plays of light accompany this circulation, designed as an immersive experience. Beyond the showroom, the Gubi House Paris is also intended as a meeting place for architects, designers and specifiers. A meeting room transformed into a materials library as well as a studio dedicated to experimenting with the collections extend this desire to make the place a genuine space for creation and inspiration.