Baxter’s first UK flagship store opens in London’s Italian Design District

In what’s recognised as London’s Italian Design District, a prestigious corner of Brompton Road is now home to a new continental icon; Baxter has landed in SW3 with a 370 sq m showroom that hosts intelligent, contemporary design whilst acknowledging the traditions of its storied address – a handsome Grade II-listed property, Empire House.

The building was constructed during the early 20th century, when its Edwardian magnificence was home to the UK headquarters of Germany’s Continental Tyre company – an industrial design business at the cutting edge of motoring and cycling products. Designed by architect Paul Hoffman in opulent, neo-baroque style, Empire House echoed the sculptural frontage of the Victoria and Albert Museum just across the street. Today, close inspection reveals surviving decoration on principal elevations depicting tyre and wreath iconography, representing the building's original business usage.

Inside, following a modernist and rationalist-inspired concept, Baxter’s first-ever UK flagship has been meticulously curated to both surprise and engage visitors. Entrance is via a glass tunnel, providing a view of the showroom’s layout. The ground floor, designed in classic art-gallery style, employs a dynamic interplay of contrasting volumes, creating a space that alternates between harmony and tension.

In the basement, a space called ‘The Apartment’ is Baxter’s cosy lounge, dining room and show-cooking area. Alongside emblematic designs that have defined the brand's history, are key pieces from the new ‘Worldwide 2025’ collection, immersing guests in the brand’s universe of style and comfort.

The new collection, rich in material experimentation, sees elegance meet the avant-garde. Inspired by West Coast aesthetics, its pieces reinterpret 1960s Californian design through a contemporary lens, resulting in flowing lines and luminous palettes.

Each piece displayed in the Baxter Gallery London, explain the company’s founders Luigi and Paolo Bestetti, transcends mere furniture, standing as a bona fide artwork, designed and crafted to put Italian expertise on the global stage.

Baxter Gallery London is at 232-236 Brompton Road, Kensington, London SW3 2BB. To book an appointment, visit baxter.it