Our new showroom Karlavägen 42

YLSE's showroom at Karlavägen 42 is now open – a space created to let fabrics, colors, and craftsmanship take center stage. Rather than a traditional store, the room is intended as a gallery where Ylse's fabrics can take their place and speak for themselves.

Inspired by Paris, we wanted to create an environment that feels both inspiring and cozy, like stepping into the most inviting bedroom.

We are three founders, with different strengths and styles. Our expressions differ significantly, but it is precisely in these differences that the magic of how YLSE has evolved lies. By meeting each other in contrasts, we have created a brand where multiple styles and perspectives can coexist. The result is a unique whole, shaped by differences rather than similarities. 

 

 

The Colors 

When you step into the showroom, you are met by that perfect dark brown tone. It's not too red, not too black, and not light brown either. It's perfectly deep in a way that feels natural rather than forced.

We have chosen Cancan Mr Robinson brown, a shade that carries a quiet sophistication. It’s a color that evokes a Parisian hotel, patinated walls, soft shadows, and a time when details were allowed to take time. Like stepping straight into a page from an Art Deco book – graphic and timeless at the same time. 

Strangely enough, the brown tone functions as a neutral yet characteristic background. It frames the room without dominating and allows the fabrics to stand out. The color absorbs light rather than reflects it, creating a sense of calm and giving the materials space to showcase their texture, drape, and nuances. Exactly as we wanted. 

 

In a showroom created as a gallery, the color of the walls is as important as the objects displayed. Here, the brown hue is not just an aesthetic choice, but part of the experience, a conscious strategy to create an environment that feels warm, tactile, and timeless.

The white color in the showroom is Champagne from Jotun – a soft, warm white that feels more like a nuance than a color. It was chosen for its ability to balance the room without becoming clinical or cold. Champagne has a subtle depth that gently captures the light and creates a quiet contrast to the brown tone. Together, they form a harmonious whole, where the walls never take over but allow the materials, forms, and fabrics to be the focus.

The design is based on the idea of stripping away the superfluous. Through minimalist architecture and a serene overall aesthetic, the texture, drape, and color of the fabrics take center stage. Every surface is chosen to enhance the expression of the materials, not to compete with them.

Gallery Feel and Reflection

The showroom is built as a curated experience, where each product and fabric is presented with the same respect as an object in a gallery. Distance, light, and rhythm in the room create space for contemplation and presence.

 

 

Details with History 

The initial installation required time and careful consideration. We all love mixing old with new. The hunt for the perfect antique or the modern steel shelf. Many hours were spent finding a cabinet that could serve as a display case for our beloved bolster pillows.

We love using chairs as bedside tables. It's a way to question given functions and allow objects to take on new roles. In the showroom, we've applied the same idea, where the Moon Chair replaces a traditional table and instead functions as a sculptural element. For us, it's about prioritizing form over function, and letting design create feeling rather than rules. Dare to look at auctions. 

 

 

The lamp is a piece of French Art Deco from the 1930s. Executed in chromed metal with a wide, circular shade, a tapering conical stem, and a round, stepped base, the lamp is characterized by clean and balanced geometry. Its polished surface subtly catches the light and enhances the room's architectural lines. As an object, it moves between function and form – as much a light source as a sculptural element. 

 

The Robin sofa from Collett-Victor naturally fits into the showroom's gallery feel with its minimalist expression and sculptural presence. It brings a sense of calm and a distinct silhouette to the room, without dominating, an object that is there to enhance the whole rather than overpower it.

 

 

Here, we want to invite our B2B customers to sit down, take their time, and plan larger projects with us. A place for conversation, material selection, and long-term ideas, where the process is as well-thought-out as the result.

A Showroom in YLSE's Spirit

Karlavägen 42 is an extension of YLSE's design philosophy: timelessness, materiality, and longevity. A room where every detail has a function and where the experience is as important as the product.

Welcome

Our showroom at Karlavägen 42 is now open. Welcome to experience YLSE through its materials – in an environment where fabrics take center stage.

Warm regards,

Daniella, Isabelle, and Mikaela