The Evolution of our London Showroom
Product(s):
When we first took on our Clerkenwell showroom in 2023, we worked with May Fawzy and the team at MF Design Studio to create a space that showcased who we were as a business and what our acoustic products could achieve within commercial interiors.
The original showroom gave us exactly that. Designed around the themes of movement and sound, it was bold, creative and full of product applications that demonstrated how acoustics could be integrated into workplace environments. Flowing forms, strong blues, statement ceiling features and dedicated work settings created a space that felt innovative and energetic, while helping visitors understand the role acoustic design can play in modern workplaces.
Over the following years, the showroom evolved alongside our business. We introduced new wall panel designs, updated colours and refreshed product displays, but the overall layout and feel of the space remained largely unchanged.
By 2026, it felt like the right time to take a fresh look at the showroom.
Working once again with May Fawzy and MF Design Studio, we completely reimagined the space ahead of Clerkenwell Design Week. Rather than creating a showroom that felt like an office, the aim was to create a more immersive and experiential environment. We wanted visitors to do more than simply view products. We wanted them to experience how acoustics, lighting, colour and materiality can shape the way a space feels. The result is a showroom that feels welcoming, comfortable and inspiring from the moment visitors walk through the door.
The redesign was built around a new collection developed in collaboration with MF Design Studio and launched at Clerkenwell Design Week. At the heart of the collection is the Earth Palette, introducing warm, natural tones that now flow throughout the showroom. Rich terracottas, soft neutrals and earthy browns replaced the cooler colours of the original scheme, creating a much warmer and more relaxed atmosphere.
While the footprint of the showroom remains the same, the experience is completely different. Organic forms appear throughout the space, from the sculptural ceiling installations and acoustic features to the wall panels and display areas. The products are no longer simply showcased within the showroom. They have become part of the architecture itself, helping to shape the character and atmosphere of every area.
The transformation also allowed us to rethink how visitors interact with the space. Comfortable lounge settings, hospitality inspired touches and carefully considered materials encourage people to slow down, explore and experience the products in a more natural way. The result feels closer to a boutique hotel than a traditional product showroom.
Lighting played a huge role in bringing the vision to life. Working alongside our showroom partners, Mount Lighting, we created a scheme that highlights the texture, form and detailing of the acoustic installations while adding warmth throughout the space. The lighting complements the acoustic elements perfectly, creating a calm and comfortable environment that showcases the strengths of both brands.
One of the most remarkable parts of the project was the speed at which it came together. The entire transformation was completed in just a few short weeks ahead of Clerkenwell Design Week, ready to welcome visitors into the newly reimagined showroom.
The response throughout the festival was everything we hoped for. Visitors spent time exploring the space, interacting with products and experiencing first hand how acoustics, lighting and thoughtful design can work together to shape the feel of an environment. The feedback consistently centred around the warmth of the showroom, the hospitality inspired atmosphere and the sense of calm created throughout the space.
For us, the showroom is a reflection of how AllSfär has evolved over the past few years. It still showcases our products, including acoustic solutions manufactured from GRS certified fibres containing 99% recycled content and 60% post consumer waste, but more importantly it demonstrates what those products can help create. A space that feels welcoming, inspiring and designed around the people using it.
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