International Italian furniture brand, Minotti, has become a prominent feature on the east-side of Margaret Street. Their UK flagship, fitted with dark-tone ceilings and brightly-lit spotlights, is spread over two floors to showcase their high end set designs.
Founded and still run by the Minotti family, the brand has been trading for 70 years with showrooms located worldwide in cities such Milan, Tokyo, New York, Sao Paulo and Cape Town to name a few.
Their London flagship showroom is annually designed by Susannah Minotti, with each set design boasting intrinsic details including coffee table books, ornaments and decanters meticulously paired with the lifestyle of the customer in mind.
I met with Minotti’s UK marketing executive, Milly Borough, to find out more about the brand and their base in Noho.
| ‘Noho is seeing more and more commercial brands. There was a time, before it became residential, where there were many showrooms and retailers… I feel it’s now coming back around’
Find out more about Minotti and their quintessentially modern Italian designs at https://www.minotti.com/en
Want to place your showroom or store in Noho? Visit our website for available units to let at http://www.langhamestate.com
Describe the Minotti design concept
Minotti works similar to a fashion house where we annually release collections. The style has typically been a retro look, particularly of the era it was founded [late 40s/early 50s]. In 1997, the family appointed a former architect, Rodolfo Dordoni, as their Creative Director who oversees the designs.
In recent years the designs have diversified in correlation with the brand’s global growth; we now have pieces in the collection contributed by Japanese design house, Nendo, Brazilian architect, Marcio Kogan, and French furniture designer, Christophe Delcourt.
In your opinion, what is the biggest interior design trend for 2018?
The last few collections have notably been 70’s inspired which has been the predominant trend for interiors; think rich velvets, bright colours and fringed furniture. We’re finding that customers like a more tactile environment, with attention to detail on the craftsmanship in each piece, which is a reaction away from the functional and minimalist Scandi look.
What has been your favourite Minotti project?
The project that most stood out to me was for the home of a British celebrity comedian [whom I can’t name!] that lives near Hyde Park- they worked with interior designer Daniel Hopwood, a judge on the BBC’s ‘The Great Interior Design Challenge’ show. What I loved most was the amount of personality that came through. There were a lot of orange tones paired with coppers and many bespoke pieces added to the mix.
A close second is the lobby design we contributed to at the new Estee Lauder HQ on 1 Fitzroy Place.
Who typically visits the showroom here in Noho?
It’s a real mixture; we have interior designers and architects, many that have been Minotti clients for years. We also have customers who visit by appointment and passers-by enticed by the window set displays. Clients have been known to walk in and want to purchase design modules as they see it. Others get creative putting together their own looks with different colours and fabrics.
The showroom is made to have different lifestyles in mind which many clients find very appealing.
Minotti reached their 70th Anniversary only last month– how did you celebrate?
We held a big event here in the showroom with a guest list of around 400 of our VIPs, long-term clients, members of the British Institute of Design, as well as Press. Guests were treated with champagne and canapes, with a live band from Nice that are family friends of Minotti.
The Langham Estate have just completed a new lease with Kerakoll Design House, and there are furniture and interior brands such as Ted Todd, Material Lab, Domus and Republic of Fritz Hansen nearby- What are your thoughts on Noho becoming an interiors hub?
The last 5 years I’ve been working here, I have noticed that Noho is seeing more and more commercial brands. There was a time, before it became residential, where there were many showrooms and retailers, particularly with its proximity to Tottenham Court Road. I feel it’s now coming back around.
The footfall increasing in the area is excellent for us and it also means there are more restaurants and cafes cropping up for me to choose from!
So you’re in town looking for a bite to eat- where is your go-to Noho lunch spot?
Good question- it would have to be Mortimer House Kitchen.