Sanlorenzo opens Mayfair showroom for discerning yacht owners
By Tempus | 16 April 2026 | Cars & Yachts
Sanlorenzo Yachts has opened its new London showroom in Mayfair, presenting its vision of yachting to a new generation of UK owners
Sanlorenzo Yachts has opened the doors of a landmark London showroom at 61 Park Lane, Mayfair, underlining the strategic importance of the capital in presenting its distinctive vision of yachting to a new generation of discerning UK owners.
As a global centre of culture, creativity and influence, London provides a natural stage for the Italian shipyard’s design-led philosophy. The new space enables the Sanlorenzo Yachts UK team to engage more closely with clients who see their yacht not simply as a vessel, but as a deeply personal expression of identity and lifestyle.
Nick Hatfield, managing director of Sanlorenzo Yachts UK, describes the opening as a defining moment for the brand in Britain.
“The launch of our London showroom marks an important new chapter for Sanlorenzo in the UK,” he says. “It brings both the Sanlorenzo and Bluegame brands – together with our extensive expertise in the high-end yacht market – closer to our clients than ever before.
“Establishing a physical presence in the heart of one of the world’s leading luxury capitals creates a natural starting point for the Sanlorenzo ownership journey. Clients can engage with our brand, our people and our philosophy without needing to leave London.”
Sanlorenzo is the world’s leading mono-branded shipyard for yachts over 24-metres. Its defining characteristic is the opportunity it offers owners: the ability to create the highest quality yacht in collaboration with leading architects and interior designers of their choice.
Every Sanlorenzo is unique. From innovative asymmetric layouts that maximise interior volume and strengthen the connection to the sea, to fully glazed swimming pools and expansive beach clubs with fold-down terraces, each yacht balances advanced naval architecture with lifestyle-driven design.
The result is what can only be described as a ‘floating sanctuary’ – shaped entirely around the owner’s personality, tastes and cruising ambitions, and realised with the precision of Italian craftsmanship.
“Building a Sanlorenzo takes time and passion,” Hatfield explains. “We work closely with each owner to bring their vision to life – whether they are seeking a floating masterpiece defined by elegance and style, or an expedition-ready yacht capable of exploring remote and challenging environments.
“Whichever range a client chooses, the level of customisation goes far beyond aesthetic adjustments to a base model. Each yacht is truly tailor-made, which is why the shipyard builds for less than 70 clients per year.”
While the hull form and exterior profile remain true to the integrity of the design, the interior is effectively a blank canvas. Materials, layouts, furnishings and detailing are specified to an extraordinary degree. Owners, supported by the shipyards specialist project managers, are involved in selecting everything from structural finishes to marble, timber flooring and bespoke furnishings – ensuring that the yacht reflects their lifestyle as authentically as their home.
“Sanlorenzo was the first motor yacht brand to offer this depth of customisation,” Hatfield continues. “The shipyard looked beyond the marine industry, collaborating with renowned architects and interior designers known for creating exceptional residential spaces.
“If a client was refurbishing a private residence, those same designers could interpret their preferences and translate them seamlessly into the yacht’s interior. That philosophy has evolved into the fully bespoke process we offer today – every element made to measure to the owner’s exact requirements.”
The Park Lane showroom has been conceived with today’s yacht buyer, owner and charter client in mind. Designed as a boutique consultation space rather than a conventional sales office, it offers an elegant and discreet environment in which to explore the Sanlorenzo and Bluegame ranges, review design concepts and discuss ownership, build or charter plans with experienced advisors.
Charter, in particular, plays a pivotal role in introducing new clients to the brand.
“Chartering is often the gateway into the yachting lifestyle,” says Hatfield. “Today’s discerning travellers are increasingly moving away from traditional luxury holidays in favour of experiences shaped entirely around their own preferences.
“Through Sanlorenzo’s charter fleet, clients can enjoy highly personalised itineraries, exceptional service and complete privacy. For many, it provides an authentic first experience of the brand – and a natural progression towards ownership.”
Sanlorenzo’s first yachts were launched in 1958 from a small town in Tuscany. Since then, the shipyard has grown into one of the most innovative and design-focused names in global yachting, consistently setting benchmarks for style, performance and sustainability.
Complementing its established base in Swanwick, Southampton, Sanlorenzo Yachts UK’s Mayfair showroom officially opened on 14 April 2026 – a refined London address for a brand that continues to redefine what modern yacht ownership can be.
Images: Guillaume Plisson and Sanlorenzo Yachts
