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THE DIGITAL GETS PHYSICAL

The Invisible Collection announces its London new concept private showroom in Belgravia

If you rest you rust, they say… After nearly 2 years of rapid growth The Invisible Collection is definitely NOT resting! The company is getting ready to bring its business to another level and seal some new strategic partnerships.

 

First, we are announcing an exclusive collaboration with the well-established New York gallery R&Company, a vital alliance to cement our presence in the United-States, and bring to Europe some extraordinary designers.

 

The other exciting news is the official opening of our first showroom in the heart of Belgravia, on the 26th, during Masterpiece.

 

We meet our lively and lovely founders for a sit down in the intimacy of their very elegant offices for a quick chat about the recent past and a bright future:

 

 

From pure player to brick & mortar: why, and why now?

 

We have created an online commerce of exceptional furniture whose model springs from a disruptive idea: no gallery, no design firm. Rather, we offer a curated selection of beautiful creations by decorators and artists. Right from the start though, we used other channels and opened some pop-up stores: At Le Bon Marché in Paris for their exhibition Made In Paris, then in Miami during Art Basel, which earned us an immediate ranking in the top 5 places to be. In Milan, invited by Wallpaper magazine, we received the Award for the most “instagrammed” piece of furniture of Design Week thanks to Marc Ange’s Refuge.

 

By opening a private showroom by appointment in Belgravia, we are actively responding to our customers’ wish, most specifically the many professionals who want to meet with us on a more confidential basis, and enjoy the true luxury of a private space, where we can take the time it takes.

 

 

What will the seamless experience between the two channels bring to your customers?

 

The two channels are inseparable today, we know from experience that everybody moves from one to other and back in everyday life and in all fields. For us, the so-called “buying experience” finds its true meaning in the state of the art services we provide to our customers: furniture selection, consulting and advisory role by a dedicated team, sourcing, pricing, production follow-up, white glove delivery…

 

 

Why did you choose London to set your headquarters?

 

Both Anna and Lily are Franco-British; Anna has lived in London for 25 years and spends a lot of time in NY. Isabelle has split her life between London and Paris for the past 5 years. The energy of London, its parks, the very international real estate projects are quite conducive to the growth of the site. Halfway from Paris, Italy and the United-States…

 

 

What have you learnt so far, which is vital for your business?

 

We have dared implementing a new model, which like any luxury brand with a heritage (the artisans’ expertise), requires time, and we allow ourselves to take this time to grow. It is important to remember that the time it takes to manufacture a piece of furniture is not that of an it-bag in fashion… We are proud to represent a whole group of interior designers and architects who, we strongly believe, are today’s immense talents and tomorrow’s assets.

 

We do have a dream: that art collectors aspire to build a true furniture collection. Like art, one can start with one affordable piece, for instance a lamp from the mythical Studio Ko at 800 Euros.

 

 

By Maria Grazia Meda

 

 

17 Chesham Street, Flat 1 

London, SW1X 8ND

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