German design
(Image credit: press)

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.


3-5 Duke Street



Rosa Bertoli was born in Udine, Italy, and now lives in London. Since 2014, she has been the Design Editor of Wallpaper*, where she oversees design content for the print and online editions, as well as special editorial projects. Through her role at Wallpaper*, she has written extensively about all areas of design. Rosa has been speaker and moderator for various design talks and conferences including London Craft Week, Maison & Objet, The Italian Cultural Institute (London), Clippings, Zaha Hadid Design, Kartell and Frieze Art Fair. Rosa has been on judging panels for the Chart Architecture Award, the Dutch Design Awards and the DesignGuild Marks. She has written for numerous English and Italian language publications, and worked as a content and communication consultant for fashion and design brands.