Densified softwood specialist Indurite has opened its new showroom in the heart of London’s architectural and interior design community.

The 1600ft2 shop front display centre, which is entirely fitted out in the company’s densified New Zealand pine “Maro” brand flooring, is in Berners Street near Oxford Circus.

“We are just a stone’s throw from some of the leading architectural and design practices in the city; it’s the ideal location,” said marketing manager Paul Duncan. “Although we’ve only recently opened – and we weren’t expecting it – we are also getting the public walking in off the street to have a look at the products.”

He added that the new showroom would also be the ideal base for Indurite to organise its seminars and product presentations for London and architects based in the south-east.

&#8220We are just a stone’s throw from some of the leading architectural and design practices in the city; it’s the ideal location.”

Indurite marketing manager Paul Duncan.

Flooring, which Indurite now has machined and pre-finished using an ultra-hardwearing coating containing ceramic oxide in Indonesia, is the centerpiece of the showroom. But it is also displaying densified hardwood furniture and its recently unveiled external grade. It is targeting the latter at a range of applications, including cladding, decking and other garden products.

Indurite operations director Bruce Matheson added that the company was also continuing to make progress with sawmill partners applying its densification process to UK timber species.