Modernity to Open Showroom in Belgravia’s Pimlico Road Design District

Modernity will open a new permanent London showroom located in Newson’s Yard – a newly developed design destination on the Pimlico Road in Belgravia.

“We have been looking at Pimlico Road for many years. It is a natural choice for us, being in the middle of all the other dealers of contemporary design, vintage design and classic antiques, along with important interior designers. As with all locations, the spirit of the area is incredibly important,” says founder Andrew Duncanson.

Modernity, specialising in high-grade twentieth-century Nordic furniture, ceramic, glass, lighting and jewellery, is now delighted to be establishing a permanent foothold in London as they acquire a ten-year contract for the two-hundred square meter space. The doors to the new showroom will open in November 2022.

Modernity is eagerly anticipating the opening as a chance to unveil its collection of Nordic design in a new context. They will continue to exhibit a wide collection of furniture, textiles, lighting and art by the most renowned designers of the twentieth century. The opportunity to showcase these iconic pieces in the heart of such a prominent design mecca is unlike anything Modernity has done before.

Modernity’s UK director Sebastien Holt is enthusiastic about Modernity’s latest venture, where much thought has been put into how the gallery will present itself in the new development. “It was important for us to think about how the space interacts with our collection, and how our clients live with collectable design. 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. We are very excited to welcome our clients into this new space,” says Sebastien Holt.

The Pimlico Road Design District is a cultural landmark that borders the famously cosmopolitan areas of Chelsea and Belgravia. The community has a long-standing reputation for being London’s leading destination for design, high-grade furniture and art. Conveniently located just off Sloane Square, the area is brimming with dealers and businesses that cater to the discerning collector, the interior designer, and the passing shopper.

Grosvenor Estate has developed the historic Newson’s Yard, established in 1844, from one of London’s oldest timber yards to a prime location to host the city’s most progressive dealers.

Newson’s Yard will house Modernity, four other retail units and two eateries, all of which are positioned around an elegantly restored and cathedral-like courtyard. From classic to contemporary, Newson’s Yard will continue as a go-to destination in London, dedicated to craftsmanship and design.

Since expanding to London in 2019, Modernity has been fortunate enough to occupy fantastic spaces in Marylebone and Notting Hill.
“The years spent at the eighteenth-century mansion on Cavendish Square have put Modernity on the design map in the UK, through several important exhibitions and events. The building will now undergo extensive renovations, and Modernity will take its next step by opening a permanent space in Pimlico”, says Sebastien Holt.