Custom furniture manufacturer and design studio Shepel' has just opened a luxe new showroom in Design Centre, Chelsea Harbour – co-founder Alexander Shepel talks us through the process and reveals the inspiration behind the key design choices.
Q: Why did you choose this location for your new showroom?
A: The Harbour is internationally renowned as a hub for its interior design and furniture excellence, offering exposure to some of the world’s best interior designers, architects and fellow design brands. Residence in this institution has allowed us to strengthen our international presence, further establishing Shepel' as a global leader in luxury furniture and design. We are thrilled this prestigious location is where our first UK showroom is located.
Q: How long did the build process take?
A: The main process took about 2 months before we opened the doors, but it took around 5 months to finalise all the details. Since this was our first showroom in London, we occasionally faced challenges with local formalities in organising some processes. However, thanks to our team, we successfully managed everything.
Q: How many displays are there?
A: The showroom is designed to resemble a furnished apartment – we wanted to create a space which enables clients to envision how Shepel’s furniture seamlessly integrates into various interior settings. Each room set, a living room, kitchen and study, has been designed to showcase the capabilities and signature style of Shepel’s interior design studio, Studio Shepel and kitchen and joinery brand, Atelier Helen. Pieces from our custom furniture brands, ShepelFurniture and S-CONTRACT, are infused in each scheme, providing a comforting and immersive space for us to meet with clients. We have an expansive collection of materials and finishes available for clients to view and create pieces and/or schemes that perfectly suit their unique tastes, needs, lifestyles and environment.
Q: How did you decide on the styles of the displays and which products to showcase?
A: We wanted the showroom to illustrate our design philosophy at Shepel’ – quality craftsmanship, high design, and understated luxury. Every element of the space has been designed in our signature style, featuring bespoke details and handcrafted furniture. Each creation is designed to enhance the unique character of a space while meeting the lifestyle needs and reflecting the distinctive taste of its occupants. We wanted our showroom to reflect our interior design style and communicate our brand ethos.
Q: Tell us about the inspiration behind the design of the kitchen display
A: We aimed to create a kitchen that seamlessly combines both classic and modern elements while using only natural materials. At the same time, we wanted to convey a sense of functionality intertwined with beauty.
Q: What materials did you use? Did you use anything different or unusual?
A: We use only high-quality natural materials, as this is essential for our brand ethos at Shepel’. Many of our pieces are crafted using the marquetry technique, each featuring a unique pattern.
Q: How are you planning to engage with potential customers in your area?
A: Since opening, we have held a few events at the showroom already. We want to create memorable experiences with prospective clients and for clients to engage with every element of our showroom. Recently, we held a coffee masterclass with the owner of Coffee in Action, to teach guests the art of making a ‘flat red’ – a symbolic signature coffee from Ukraine. Whilst allowing guests to interact with the kitchen space designed by Atelier Helen, we also wanted to celebrate our Ukrainian heritage. Of course, we plan to host many other events, dinners and workshops for our customers, clients and partners.
Q: In your view, is there anything different about this showroom compared to other showrooms?
A: This showroom encompasses our brand ethos. Visiting our showroom allows one to experience a tailored interior design consultation, during which a customer can collaborate with our expert team to create a space that truly reflects their lifestyle needs and design style. They can discuss their vision, explore different design options and receive personalised recommendations to achieve their desired aesthetic. Additionally, clients can experience the quality and craftsmanship of each Shepel’ piece firsthand. Many clients prefer to visit the Shepel’ showroom to help them make informed decisions about their investments.
Moreover, what we believe makes the showroom so unique is that every touchpoint of our brand is displayed. From showcasing our bespoke furniture collection to offering our clients a complete service, from concept to creation, ensuring the utmost quality in every aspect of their project.
Q: What is your favourite part of the finished showroom design?
A: There isn't a single favourite part – all 3 areas of the showroom are unique. For the showroom, we featured both our classic designs and new pieces, such as the Cruz chairs and the Books console, which incorporates natural crystals.
Since opening, we have had such a positive response. It is our first showroom in the UK, so it was an incredibly exciting moment for me, Helen and our fantastic team at Shepel’. We feel the space really communicates the Shepel’ brand ethos, celebrating the attention to detail, high design and craftsmanship that goes into creating each piece.
