New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

The adaptable Stick System, designed by Jan & Henry.

There are few things that could dissuade me from spending time in Shoreditch, least of all the new MENU show flat. What better location in London than here, an area with an industrial past, constantly adapting to and welcoming new forms of architecture, social experiences and urban living. A collaborative, multidisciplinary design house, Menu’s ethos embodies these surroundings. Think converted warehouse, large, industrial windows, white walls and white painted floors. And then add onto that backdrop, a considered, livable space featuring  MENU’s New Nordic vision of minimalist design.

I ring the bell and I’m welcomed up by Kaspar, the UK representative for the company, who also happens to live here. I’m not jealous. He leads me down a narrow corridor partitioned off by linen curtain on one side, with a small, functional kitchen on the other, before the space opens out into a large, bright living and dining area. The room is zoned into different areas, cleverly defined by a raised platform for reading, featuring the characteristically slender Afteroom bench and grey marble Septembre coffee table, designed by Theresa Arns. At floor level, the black Align day bed and Eave modular sofa set off an area for serious lounging.

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

Black on black – the Align daybed, designed by Anita Johansen.

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

A personal favourite, portable, rechargable and versatile Phare LED lamp.

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

A dining table doubles up as a meeting point for both hosting and working, with black Stick shelving a place for books and inspiring pieces, giving a feeling of connected living, work and play from home. Having worked as a freelancer from our various homes these past ten years, it’s a fluid way of living that I’m very familiar with.

It is this very synergy of co-living, co-working and co-designing, which inspired us to form a connected space that blurs the line between home, work and hospitality.

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

Curate and Display the MENU way – the POV comes as a tea light holder or vase in brass and black. Note Design Studio.

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

London based designer Tim Rundle and creator of the TR Bulb talked us through his innovative LED light, which can be used in conjunction with any screw pendant socket. Easy to install wherever is most convenient, it takes away the need for fiddly electrics and it’s dimmable too.

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

Opal glass sphere TR Bulbs create understated Nordic luxury.

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

Afteroom’s Chair Plus in a soft, tactile pink.

The interconnecting passage between the living area and bedroom isn’t just left as a cold, empty space but instead, a kind of snug awaits. The slim-legged Godot sofa and Norm Architects’ new brindle-like Offset chair encourage a quiet moment, interspersed with vibrant house plants. Juxtaposing materials – the smooth gloss of glass and marble against warm wood and wool, show how to add texture and interest to a neutral setting.

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

Iskos Berlin’s Godot sofa appears almost to float with its contrasting inner curves and sleek straight lines.

Additional styling reads like a who’s who of contemporary Danish design, including state of the art Bang & Olufsen sound systems, abstract art prints from Atelier CPH and bold, graphic stationery by Notem Studio.

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

Barely there shapes of the No No glass tables, designed by Note Design Studio.

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

Zet Shelves in black, designed by Kaschkasch comprised of two parts – the metal frame and u-shaped ash shelves.

Into the bedroom and I’m greeted by my most coveted piece of Danish design above all others. Yes, I’m committed to that. The Tailor sofa, designed by Rui Alves who, inspired by his grandfather’s tailors studio wanted to show the oak framework of the sofa, with a feminine scoop shell seat. Isn’t it perfection? Needless to say, it really is comfortable too.

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

Hello Tailor, will you be mine? Designed by Rui Alves.

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

Conic Table lamp sits atop the grey marble Plinth, with artwork by Atelier CPH.

A bedroom for purists, only the very essentials are required here. The marble plinth is an understated bedside table. The stripped back lines of the Norm floor mirror echo the industrial frames of the warehouse windows and the bed sits nonchalantly on the floor in true loft living style.

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

What makes a very personal showroom experience, MENU has nailed the live-in showroom concept. This is how it should be done. You’re left to explore, touch and try at will with no stark lighting or rehearsed tours, aside from the occasional visit from Kaspar’s dog Frank, who will invite you to fuss him.

New Nordic design, MENU new live-in show flat, minimalist apartment in Shoreditch, London

Photography © Tiffany Grant-Riley 

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