The Italian shipyard’s new Park Lane showroom brings its made-to-measure approach to London, giving owners a discreet setting in which to begin shaping life on board.
Sanlorenzo has opened a new showroom at 61 Park Lane in Mayfair, creating a London base for clients interested in its custom-built yachts and the wider Sanlorenzo and Bluegame ranges.
The space, opened in partnership with Sanlorenzo UK, has been designed as a private consultation setting rather than a conventional retail showroom. It offers owners, charter clients and prospective buyers a place to discuss layouts, materials, design concepts and the broader experience they want from life at sea.
For Sanlorenzo, the Mayfair opening is also a statement of intent in the UK. The launch was attended by Massimo Perotti, Executive Chairman of Sanlorenzo, who described London as “one of the great international centres of culture, design and influence”.
“Establishing a presence in Mayfair allows us to engage more closely with owners and clients who share our vision of yachting as a form of personal expression shaped through design, craftsmanship and innovation,” said Perotti.
That emphasis on personal expression sits at the centre of the Sanlorenzo proposition. Founded in Tuscany in 1958, the shipyard has built its reputation on yachts shaped around the owner’s way of living, often developed with architects and designers to create spaces defined by light, proportion and a close relationship with the sea.
In the UK, interest has been growing. Since Sanlorenzo UK, part of the Ancasta Group, became the shipyard’s exclusive representative in 2020, the team has commissioned nearly 30 yachts across the Sanlorenzo Group, with more than 95 per cent of those owners new to the brand.
Demand has been especially strong for the SL planing line, including the SL96A, known for Sanlorenzo’s patented asymmetric layout. The design rethinks how space is arranged on board, opening up interiors and drawing the sea more directly into daily life on the yacht.
Nick Hatfield, Managing Director of Sanlorenzo UK, said the Mayfair showroom gives clients a more convenient place to begin those early conversations. “London is a more central meeting point for inherently busy owners and now a place where the conversations that shape future yachts can begin,” he said. “For many clients, the journey into the Sanlorenzo world starts with charter, before evolving into a highly personal ownership experience.”
The showroom will sit alongside Sanlorenzo UK’s existing base in Swanwick, Southampton, giving the brand both a practical yachting hub and a central London address. For clients, it means the first steps towards commissioning a yacht can now begin on Park Lane, long before a visit to the shipyard or a first day on board.
