Savoir Open Flagship Showroom in Mayfair

Savoir, maker of the world’s most extraordinary beds, is thrilled to announce the opening of its new flagship showroom situated in the heart of Mayfair’s Berkeley Square. Across 2,000 square feet, Savoir has invested in creating a sanctuary of serenity to elevate the customer experience with its bespoke product offering and personalised service.

One of London’s most prestigious addresses, 25 Berkeley Square, the new location is a natural fit for Savoir. World-renowned for its affluent amenities, Mayfair is characterised by its striking period architecture, beautiful shop fronts, leading art galleries, auction houses, wine merchants, tailors and the finest restaurants and private members clubs.

Following the COVID-19 pandemic, which has changed the way we browse and shop, physical presence is even more crucial to Savoir. The opening of the new showroom on Berkeley Square highlights the importance of creating a destination for a truly personalised experience. A vital touchpoint in the customer journey, Savoir values the role of physical retail to enable in-person engagement. We spend a third of our lives in bed, with it being such an important investment it is essential that the whole experience from entering the showroom and trying the beds to delivery and install is enjoyable.

Savoir believes there is no substitute for customers to physically see, touch and experience the comfort of a Savoir. The new showroom plays a pivotal role in creating a truly personalised in-person experience, designed to encourage customers to interact and immerse themselves in comfort and design.

The pandemic has led to a change in behaviour and Savoir has seen an increase in private appointments, where clients can enjoy the utmost privacy and the showrooms all to themselves. Following positive feedback from customers, Savoir wanted to ensure the new flagship location provided this private and safe environment whilst welcoming walk-in customers. On Berkeley Square with the entrance via Bourdon Street the showroom offers customers a central location along with the privacy to take their time to test the different beds. The entrance, which is not on a busy shopping street, ensures that the customer never feels of display whilst discovering the beds.

Savoir Managing Director, Alistair Hughes, said, “Berkeley Square is the jewel in the crown of Mayfair, and we are thrilled to be opening our new flagship showroom in this desirable area. Whilst our online sales have seen really strong growth during Covid, new and existing customers ultimately want a human-led personal service.

Physical showrooms have always been important to Savoir and following last year we continue to value the role they play. We believe now is the time to invest in a new flagship, creating a destination which continues the Savoir story. Investing in a bespoke bed is a unique and personal experience. The desire to touch, feel and experience a bed before making a purchase remains strong and this has not wavered amongst customers throughout the pandemic.

The design and address of our new flagship is focused on providing customers with a calming and private environment for them to relax, take their time and discover the luxury of handcrafted sleep. By interacting directly with our customers in the showroom, our bed experts can gather a deeper understanding of their comfort, support and style requirements, to help them create their perfect bed.”
Savoir showrooms have historically been designed to convey a gallery style layout, where the beds are the works the art and visitors feel welcomed. The new showroom embraces a more contemporary, restful interpretation of this aesthetic.

A palette of warm mineral tones softens the showroom’s architectural interior. Texture and new materials, never before used in previous Savoir showrooms, including sand-hued concrete floors, plaster paint walls in bone, oak fitted joinery, polished and burnished brass metalwork and lighting are introduced within the design. Solid oak and glass screens subdivide the showroom into three ‘rooms’, bringing a degree of privacy for clients to experience the beds. The curved sweep of the stairs and the stepped plasterwork detail around the headboards make subtle reference to Savoir’s heritage and connection to The Savoy Hotel.

Fabric swatches and finishing details are displayed in the consultation room located at the rear of the showroom. Natural daylight makes is an ideal creative space for designers and clients to work together to develop new bed designs.

The showroom brings together photography, sculpture and artisan furniture to complement the artistry and craft of the beds on display. A collection of handmade furniture pieces by Scottish makers Faolchú add warmth and patina to the space. Imagery revealing the simple beauty of the natural materials within a Savoir bed captured by New York based, British still life photographer Robin Broadbent adorn the walls.

Savoir worked closely with celebrated designer Hannah Carter Owers to design the unique showroom space. Formerly Creative Director for Universal Design Studio, Hannah has worked with some of the finest luxury brands, from Fortnum & Mason, V&A and Vitra to Stella McCartney, Selfridges, and Mulberry. Under her own brand, Carter Owers, Hannah is inspired by the desire to create immersive spaces that look distinct and feel profoundly human. Hannah worked collaboratively with Savoir on the new Mayfair showroom to create an interior space which feels uniquely expressive and engaging.

The showroom displays a carefully curated selection of bed styles and models. Making a magnificent statement in the entrance is The Three Sixty, Savoir’s circular rotating bed. Within the main display area are ten Savoir classic designs, including Max, State, Hugo, Winston, Virginia, Harlech, Claudia, Felix and the new Lenoir. The beds feature different set models from Nº1 to Nº4 and an arrange of tensions extra soft, soft, medium, and firm.

The Mayfair showroom joins Savoir’s portfolio of 15 showrooms across 12 cities around the world from London to Paris, New York, Moscow, Hong Kong, and Singapore. Each destination offers Savoir clients a unique experience and service which cannot be achieved digitally. The highly trained showroom teams develop a deeper understanding of their customers’ needs and provide personal guidance and reassurance. The Mayfair showroom is the perfect space to welcome individual appointments and walk-in customers, offering both the privacy and discretion desired while exploring the comfort and designs of a hand-made, bespoke bed.

Savoir Mayfair

25 Berkeley Square

London | W1J 6HN

Entrance via Bourdon Street.

Open Monday to Saturday – 10:00AM – 6:00PM Sunday – by appointment

For more information, please visit or call 020 7493 4444.

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