GUBI House London
A london home for gubi
Since 1967, GUBI has built its identity on reinterpreting design history through a contemporary lens, reviving overlooked mid-century icons while collaborating with modern creatives. The Danish brand’s collection spans sculptural lighting, generous upholstery and architectural tables, unified by the belief that great design should be lived with rather than archived. Its arrival at 12 Charterhouse Square marks the first dedicated GUBI House outside Copenhagen. Set within a Grade II-listed Georgian townhouse in Clerkenwell, the London space situates Scandinavian modernism within British architectural grandeur, presenting the collection as it would exist in a home rather than a conventional showroom.
The first floor draws on the relaxed lounge culture of the 1970s. Pierre Paulin’s Pacha Lounge Chair anchors the room, its low, rounded form reinforcing comfort-led living. In the dining area, Rainer Daumiller’s solid pine armchairs surround GamFratesi’s Epic Table in travertine. The Daumiller chairs are robust and ergonomic, carved to follow the body, while the Epic Table references classical columns through its monolithic base. Together, they establish a dialogue between natural materiality and architectural form.
“The Georgian grandeur of Charterhouse Square makes the perfect canvas on which to display GUBI’s collection. The rooms we have created demonstrate the versatility of the collection as a whole, while allowing individual pieces to shine … creating a compelling and dynamic vision of the modern British townhouse.”
Marie Kristine Schmidt, Chief Brand Officer, GUBI
A favourite of mine, the Timberline Floor Lamp introduces a playful yet composed counterpoint. Its sinuous, organic silhouette and juxtaposition of natural materials create a sculptural gesture against the townhouse’s classical detailing. Together with the Pacha, it demonstrates GUBI’s ability to balance softness and structure, retro expression and enduring proportion. Texture becomes central here: pine against travertine, boucle against polished stone, each material allowed to speak without excess.
Moving through the townhouse, the collection reveals itself in moments rather than statements. Lighting punctuates corners softly, pleated shades casting diffused glow against pale walls, while marble surfaces and warm timber add depth without excess. The atmosphere feels lived-in rather than staged, a modern British home interpreted through a Scandinavian lens. GUBI House London succeeds not by overwhelming with breadth, but by showing how material, light and proportion can coexist quietly, a domestic vision where design is meant to be inhabited, not merely admired.
ADDITIONAL READING
