Amidst a retail revolution, physical showrooms persist. This is why, despite our increasingly digital world, V-ZUG is committed to real life with the V-ZUG Studio – a place to experience the brand, interact with the products and have inspiring conversations on food, design and new ways of living. We spoke with Gabriel Castelló Pinyon, Global Interior Art Director at V-ZUG.

In the last few years, V-ZUG has opened or redesigned its showrooms in Europe, Asia and Australia. At the heart of this strategy lies the V-ZUG Studio – designed and brought to life by Gabriel Castelló Pinyon – a place dedicated to experiencing the brand.

“In the V-ZUG Studio, the product remains the protagonist; the focus just shifts from the appliance itself to how it integrates perfectly with the space.” Gabriel Castelló Pinyon

Integration is a key concept on another level too. Since the cities that host the V-ZUG Studios are very different from each other, every V-ZUG Studio is unique: while the Paris Studio is reminiscent of classic Haussmannian architecture, the London one is dark and conveys a powerful vibe while the Milan Studio reflects the refined and timeless aesthetics of an international design capital. Interior design plays a key role in this creative process.

What unifies the Studios all over the world is V-ZUG’s touch. “Every studio has clean and minimal lines,” explains Castelló Pinyon. “They are humble and low key, as Swiss design dictates. We put extra attention on the furniture, selecting the best pieces by designers with whom we share a vision and values – like John Pawson, the Bouroullec brothers and Patricia Urquiola, to name just a few.”