Vitsoe opens on Duke St, London

We owe an awful lot to Dieter Rams. The German design megalith has spearheaded the route for contemporary creatives for over half a century - and for one company in particular, Rams has been its lifeblood for as long as anyone can remember.
Celebrating its 50th birthday this year, Vitsoe - the London-based company which lives, breathes and, of course, sells Rams’s iconic, modular 606 shelving system - has dedicated itself to spreading the designer’s understated message, and it seems people are finally catching on.
What with the opening of their flagship store among the cobble-clad, café-lined streets of New York’s Bowery district this Autumn, and being integrally involved with Rams’s recent retrospective at London’s design museum - Vitsoe today opened their latest Central London showroom, just a stones throw from Selfridges.
Decked out in suitably pared-down form, stylistic splashes come in the shape of vintage book lined 606 shelving units, immaculate parquet floors and the occasional brightly-coloured wall - including a distinctive canary yellow number, which – without wanting to ruffle any purist feathers – is almost an homage to the showroom’s giant retail neighbour.
Populated by a welcoming mix of Vitsoe’s perpetually helpful planners – eager to explain the ins, outs, ups and downs of each inordinately simple shelving configuration – the showroom is perfect, capital city showcase for Vitsoe’s adaptable design staple.