Situated in the heart of King’s Cross, London, vitruta’s concept store at Coal Drops Yard honors the area’s storied past. Once a coal yard, later a hotspot for underground rave scene, and now a cultural hub, the landmark embodies London’s evolving cultural narrative.

The use of stainless steel and charcoal brick pays homage to the area’s industrial past, while carefully chosen design details reflect the perspectives and creativity of the collaborators who helped shape this place. Every element embodies a shared vision, bridging history with a current approach to design and functionality.

Inspired by London’s welcoming international nature, we designed the store with an approach that brings together creators from varied backgrounds across the globe, emphasizing the essence of global connectivity.

The interior was envisioned by Creative Director Serra Duran Paralı, in collaboration with Paris-based architect and cultural observer Sofia Cherkaoui of SSStudio+212. Rather than turning to a renowned, validated team, vitruta worked with emerging collaborators, whose works feature throughout the space, including NM3, MealDealWorkshop, Eddie Olin, Mateo Garcia, Holloway Li, Pierre Castignola, Jesper Eriksson, and Wendy Andreu. Reflecting this attention to detail, Benoit Florençon’s photographs offer a visual representation of the curated atmosphere.

Also located in a historic railway hub that has connected people for over a century, the store reflects this sense of unity. The diverse team embodies our belief in the power of collaboration and a shared vision that transcends borders, underscoring our dedication to fostering a global design community.

This store is more than a retail space: it’s a vision crafted by a collective of contemporary artists and designers, dedicated to honoring local heritage while connecting with an international audience. 

As vitruta takes its first steps in London, we invite you to explore this unique space where each element becomes an exhibition piece—both functional and sculptural. Come see it for yourself at Coal Drops Yard.