Visionnaire Home Unveils Its New London Luxury Design Store

Visionnaire Home, the Italian leader in luxury interiors, has opened its new London flagship on Brompton Road, Knightsbridge - just steps from Harrods - at the heart of London’s international luxury hub. Visionnaire further strengthens its global presence, now spanning 55 countries worldwide. More than a store, the five-level space - currently operating across two floors - is conceived as a “manifesto space”: an immersive environment designed entirely by Visionnaire’s in-house team, where architecture, furniture, and art intertwine in a seamless cultural narrative.

Photo credit: Visionnaire

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A New Cultural Destination in London

Inside the flagship, Visionnaire presents a series of curated room concepts - from dining and living spaces to wellness areas - reflecting the brand’s ability to design every layer of the home. Private consultations and guided tours offer a highly bespoke service, reinforcing Visionnaire’s reputation for turning interiors into an art of living.

The London showroom is designed as a fluid journey, weaving together the latest collection launches with the brand’s most iconic pieces: the Babylon Rack sofa, defined by its architectural, modular character; the sculptural Shibari armchair by Studiopepe; and Mercury, the brand’s very first seating from 1959, showcased here as both a narrative symbol and a tribute to its heritage.

While masterful craftsmanship and timeless design remain central to Visionnaire’s ethos, the brand is now embracing a warmer, more balanced, and unmistakably modern aesthetic. Soft finishes, a refined palette, and sustainable fabrics form the basis of this evolution, contributing to a fresh vision of luxury — one expressed through a contemporary language that resonates with a wider audience.

The Art of Belonging: A New Chapter in Storytelling

The opening coincides with a new creative direction under Art Director Eleonore Cavalli, introduced in Visionnaire’s catalogue The Art of Belonging, photographed by Robert Rieger. Rooted in fine Italian craftsmanship, the brand is evolving into a contemporary lifestyle house, defined by natural light, warm tones, and a timeless aesthetic.

The Art of Belonging explores the eternal human question of where we feel at home, and what home truly means. It reflects on spaces as nurturing ecosystems — places where we feel calm, safe, and most ourselves. The campaign captures unspoken dialogues: between people and objects, between architecture and design, and ultimately between identity and belonging.

Shot inside a Brutalist villa by designer Antonia Baroncelli, the campaign follows a woman moving quietly from room to room. Each object becomes a chapter in her personal story — a reflection of identity and individuality.

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As Eleonore Cavalli, the brand’s Art Director, explains: “The London showroom – like those in Milan and Shanghai – represents a true ‘manifesto space’: a statement of intent that expresses a new way of living – sensitive, inclusive, and deeply connected to beauty as a form of culture.”