opens interactive showroom in London's Soho

The old Blackwell's bookshop at 100 Charing Cross Road in central London has been transformed and re-opened as furniture e-tailer's latest retail showroom.

Customers visiting the Soho venue, which opened its doors to the public on Saturday, have access to a range of interactive features, including multiple iMac stations to place orders and handheld CloudTags tablets - as trialled in the company's Notting Hill headquarters last year - to access all product information whilst browsing. The company's digital roots are also showcased with images of products projected on the walls.'s new showroom looks to bring the online experience in-store (image credit: architects Bureau de Change)

Ning Li, co-founder and CEO of, said: "Everyone is trying to find a way to link both online and physical worlds.

"Online, there are no square footage constraints – space is endless – so coming up with ways to showcase our full catalogue here was a challenge. We've achieved this by incorporating digital elements but only in ways we feel add value and are not in any way gimmicky.

"Our showrooms continue to be a testing ground for new products; we use the space as an engagement tool with customers. It's not about the hard-sell."

Soho represents the retailer's fourth physical showroom, adding to the business's headquarters in London's Notting Hill, its northern site in Leeds and the recently opened 'working showroom' in Shoreditch, east London. 

The new facility is 789 sq m in size and has been developed alongside architects Bureau de Change in a transformation project that took five months to complete.

Visitors to this year's RBTE, which takes place at London's Olympia between 10-11 March 2015, have an opportunity to hear from's head of UK, Annabel Kilner. The UK country boss will be participating in a panel debate on the future of omnichannel retailing on Tuesday 10 March at 12:50.

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Bureau de Change