Gubi has launched its latest showroom, Gubi House Paris, nestled within a classic Parisian apartment. This new establishment, the third of its kind, follows the brand's Copenhagen base and Gubi House London. Located in the 8th arrondissement, the Parisian space is designed to harmonise contemporary aesthetics with the city's historical architecture, providing an immersive encounter that transcends a mere product exhibition.
Marie Kristine Schmidt, Gubi's CEO, expressed her perspective on design, stating that "design behaves differently when it's placed in a real environment." This philosophy underpins the Gubi House Paris concept, where each piece of furniture and decor is showcased within a natural living setting. The historic apartment, with its high ceilings, large French windows, and preserved architectural details, offers an ideal backdrop for Gubi's clean-lined designs. Schmidt emphasized that unlike traditional showrooms where items are viewed in isolation, this environment allows visitors to appreciate how designs interact with light, movement, and people.
Gubi's presence in Paris signifies a deeper commitment to the city's cultural landscape. Schmidt noted that Paris has always influenced Gubi's operational sphere, and this new opening transitions their involvement from mere presence to a permanent fixture. She sees Paris as a city where design is intrinsically linked with architecture, fashion, and art, aligning perfectly with Gubi's holistic approach. Establishing a permanent home in Paris enables more direct engagement with a city that continuously redefines contemporary style, representing an intentional dialogue rather than simple expansion.
The two-story apartment is meticulously curated, with each room designed to highlight a different facet of modern living. Spaces range from a vibrant, hotel-inspired living area to more tranquil zones for dining, working, and relaxation. The atmosphere in each area is subtly modulated by variations in light, materials, and overall ambiance. For instance, the main living room features Pierre Paulin's iconic sculptural seating, promoting an open and engaging layout. Other pieces, like the 'Epic' dining table and Greta M Grossman's '62 Desk', define areas for communal meals or focused work, illustrating how the collection integrates seamlessly into an inhabited interior rather than appearing as a staged display.
This 'showroom-as-apartment' model was first introduced by Gubi in 2024 with Gubi House London, located in a Georgian townhouse on Charterhouse Square. This was the brand's first dedicated location outside its Copenhagen headquarters, a vast industrial space by the waterfront. With each new house, Gubi endeavors to interpret its collection through the lens of the local architecture and culture, ensuring a unique and relevant presentation in every city.
Schmidt reiterated that the Parisian apartment fosters a distinct sense of intimacy, where design is interwoven with daily life and the city's cultural rhythm. This approach enables Gubi to present its collection as an integral part of everyday living, demonstrating its utility and aesthetic contribution to social gatherings, relaxation, and work. This strategy moves beyond conventional display, crafting an immersive atmosphere that offers a lived experience rather than a commercial transaction, allowing visitors to truly envision Gubi's designs in their own lives.