Hardened oak in an elegant London showroom

Bjelin provided 250 sqm of hardened oak flooring through Wood & Beyond to Modernity in London. The showroom, based in fashionable Belgravia, opened in January 2023 and specialises in renowned Nordic designers of the 20th century.

Modernity first established its London office in September 2019, and after opening showrooms at Cavendish Square and Notting Hill’s Westbourne Grove, Modernity has become the go-to destination in London for sourcing collectable Nordic Design. The renovation project on Pimlico Road has now resulted in a permanent London showroom located in Newson’s Yard – a newly developed design destination in Belgravia.

“The design concept was to create a high-end furniture showroom, in an up-market area of London,” said Simon Darbyshire, Managing Director Bjelin UK. “Bjelin’s hardened wood flooring EKET complimented Modernity’s high-end furniture offering and the overall natural, quality ambience they were looking to create.”
“It was important for us to think about how the space interacts with our collection, and how our clients live with collectable design,” said Modernity’s UK director Sebastien Holt. “We have kept the Victorian-era brickwork and structural steel beams exposed whilst introducing oak flooring that captures the aesthetic of the modern London home.”

EKET, which is from Bjelin’s latest 3.0 hardened wood range has a brushed surface that provides a more tactile and defined look. The Natural colour combined with the Nature grading – which provides some colour variations and visible knots – was chosen to both fit in and complement the range of furniture in the showroom.

“The extra wide XXL planks were selected based on aesthetics,” said Simon Darbyshire. “And to provide a clean modern, high-quality look and feel.”

The hardened wood floors feature the patented Woodura technology, developed by Bjelin’s sister company Välinge Innovation, and enables the production of ten times more flooring from a log. In addition to this, the leakproof 5G Dry technology, which prevents water from penetrating into the joints of the floor panels, makes the floors truly long-lasting. 

Modernity specialises in the collection and sale of rare and high-grade furniture, ceramics, glass, lighting and jewellery by the most renowned Nordic designers of the 20th century.

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