“This September marks a special moment for the Lee Broom brand. Not only are we presenting a range of new products and accessories but launching our own showroom and retail venture. Electra House is a culmination of our growth and success over the past five years and it will allow us to continue to curate new and exciting installations, as well as creating an innovative and unique retail space.” says Lee Broom.
Interconnecting with Lee Broom’s design studio on Rivington Street, the new store will act as a gallery and retail space. Designed by Broom, the contemporary showroom will present the complete range of lighting and furniture in unexpected ways. Dramatic, custom-made and oversized two metre high bell jars containing illuminated furniture will be on show. Other pieces will be displayed on rotating turntables, creating movement within the space.
Inspired by the curiosity shop, Electra House will have a sense of the surreal, immersing the visitor into a different world. The clean lines and modern palette, using the Lee Broom brand colours of grey and white will create a polished and contemporary environment.
The floor to ceiling windows will allow visitors to see the entire space upon arrival. The front of the space will have a conceptual, gallery like atmosphere, while the back of the showroom will have a contemporary retail feel. An open archway will connect the showroom to the design studio, allowing visitors to get a rare glimpse into the behind the scenes workings and the creative process.
The lower groundfloor will house a consultancy area focusing on the studio’s commercial projects along with The Snug – the studio’s meeting space influenced by a traditional Gentleman’s club. The two spaces will be divided by reclaimed windows and doors sourced by Broom, complementing the industrial architecture of the building.
The name Electra House is derived from the building’s past, rich in furniture manufacturing and where electroplating was carried out on Le Corbusier sofas.
London Design Festival will also see Broom launch Carousel, a contemporary new light fitting inspired by the Merry-Go-Rounds found at British fairgrounds. Carousel, which is finished in a polished gunmetal and contains 30 light bulbs, is designed to work as a striking stand alone piece or hung in series to create a dramatic focal point.