The world of superyacht craftsmanship has found a new address in London. Sanlorenzo, Italy’s leading yacht builder, has opened its first London showroom at 61 Park Lane in Mayfair. Executive Chairman Massimo Perotti attended the milestone opening himself.
The location tells its own story. Park Lane sits adjacent to Hyde Park, surrounded by the world’s most exclusive boutiques and galleries. It’s where you’d expect to find a brand that has spent over six decades perfecting bespoke yacht construction.
Mayfair Meets Maritime Excellence
“London has always been one of the great international centres of culture, design and influence,” said Massimo Perotti. “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. With its rich maritime heritage, proud yachting culture and international community, the UK market remains strategically important for Sanlorenzo and we look to its future with great confidence.”
The showroom functions as a sophisticated consultation environment where the journey from concept to delivery begins. Clients explore both the main Sanlorenzo range and the Bluegame collection through curated displays and design materials. It’s more conversation space than sales floor.
The Numbers Behind British Success
Since Sanlorenzo UK became the shipyard’s exclusive representative in 2020, operating as part of the Ancasta Group, the partnership has commissioned nearly thirty yachts across the Sanlorenzo Group’s portfolio.
Here’s the remarkable part: over 95 per cent of these UK owners were new to the Sanlorenzo brand.
This conversion rate speaks to both Sanlorenzo’s design philosophy and the UK team’s consultative approach. British clients, with their maritime culture and appreciation for craftsmanship, have proven particularly receptive to Sanlorenzo’s bespoke methodology.
Innovation Captures Imagination
The SL planing line has driven much of Sanlorenzo’s UK success, particularly models featuring the shipyard’s patented asymmetric layout. The SL96A has captured British yacht owners’ imagination with its revolutionary approach to onboard space.
This asymmetric layout challenges conventional yacht architecture. Instead of predictable symmetrical designs, it creates more usable space and stronger connections between interior environments and the seascape. Each yacht becomes a unique architectural project rather than a standard product.
The innovation extends throughout Sanlorenzo’s range. The flagship 74Steel is the largest yacht ever built by the Italian shipyard. Multiple units are currently in production. This level of bespoke craftsmanship resonates with discerning clients who appreciate superyacht innovation and cutting-edge development.
From Charter to Ownership
Nick Hatfield, Managing Director of Sanlorenzo UK, explains the showroom’s role in facilitating the deeply personal journey from interest to ownership.
“The opening of our Mayfair showroom marks an important step in bringing the Sanlorenzo experience closer to our clients in the UK and Ireland. London is a more central meeting point for inherently busy owners and now a place where the conversations that shape future yachts can begin. For many clients, the journey into the Sanlorenzo world starts with charter, before evolving into a highly personal ownership experience. This new space allows us to introduce clients to the brand, its philosophy and its approach to bespoke yacht building in an environment that reflects the same level of design, craftsmanship and attention to detail that defines every Sanlorenzo yacht.”
The pathway from charter to ownership has become increasingly common. Potential owners experience the Sanlorenzo difference before committing to the multi-year journey of commissioning a custom yacht.
Financial Strength Drives Global Growth
The London opening coincides with exceptional performance for the Sanlorenzo Group. In 2025, the company generated over €960 million in revenues from new yachts, with order intake approaching the €1 billion mark.
These figures validate Sanlorenzo’s design-led philosophy in an increasingly competitive market. The financial strength enables continued investment in new technologies, sustainable propulsion systems, and architectural experimentation. The robust order book ensures craftsmanship standards remain consistent even as production scales, a trend reflected across leading superyacht builders.
From Tuscan Roots to Global Presence
Sanlorenzo’s story begins in 1958 in Tuscany. Under Massimo Perotti‘s ownership and leadership since 2005, the company has undergone extraordinary transformation, expanding production capabilities and global prestige while maintaining its artisanal approach.
The 2019 listing on Euronext STAR Milan provided the capital structure for continued growth. Today, Sanlorenzo operates six specialist shipyards across Italy, producing models from 24 to over 70 metres in both composite and metal construction.
This range encompasses intimate day cruisers to ocean-going superyachts. Each meets the exacting standards that have made Sanlorenzo the world’s leading mono-brand builder of yachts over 24 metres.
Design Partnerships Define Excellence
Sanlorenzo’s identity centres on architectural and design excellence through collaborations with renowned studios. Interior design partnerships include Piero Lissoni, Patricia Urquiola, and Dordoni Architetti, while Zuccon International Project handles exterior design across the entire range.
These aren’t simple styling exercises. They reflect Sanlorenzo’s fundamental belief that each yacht should be treated as a unique architectural project, with the same attention to space, light, and material selection that defines the finest residential designs.
The fusion of yacht engineering and interior design creates vessels that feel less like traditional boats and more like floating residences. It’s perfect for extended cruising or sophisticated entertaining, appealing to discerning clients who maintain homes in multiple international locations and appreciate luxury experiences across all aspects of their lifestyle.
Pioneering Sustainable Innovation
Sanlorenzo positions itself at the forefront of sustainable yachting through its comprehensive “Road to 2030” strategy. This programme encompasses pioneering work in low-impact propulsion systems, including green methanol fuel cells and hydrogen-powered vessels developed with Siemens Energy, MAN, and MTU.
Recent achievements include delivering the first 50Steel superyacht with an onboard fuel cell system. They launched hydrogen-powered Bluegame tenders for the 2024 America’s Cup, demonstrating that environmental responsibility and luxury performance can coexist.
Cultural Leadership Through Arts Patronage
Sanlorenzo’s commitment extends beyond yacht building to cultural leadership through Fondazione Sanlorenzo and Sanlorenzo Arts. This culminated in opening Casa Sanlorenzo in Venice, which will host a full-year cultural programme in 2026.
This cultural dimension reflects the sophisticated clientele Sanlorenzo serves. Individuals who appreciate technical excellence and the cultural context in which they operate. Luxury encompasses intellectual and artistic appreciation alongside material excellence.
London and Southampton: A Dual Strategy
The Park Lane showroom complements rather than replaces Sanlorenzo UK’s operational base in Swanwick, Southampton. This dual approach recognises that yacht ownership involves both sophisticated consultation and practical delivery, maintenance, and ongoing support.
Southampton’s position as one of Europe’s premier yachting centres makes it natural for technical operations. London’s role as a global luxury capital makes it perfect for the initial client engagement that begins every Sanlorenzo commission.
The Mayfair showroom reflects broader trends in luxury retail, where brands create experiential spaces rather than traditional product displays. The showroom functions as both introduction and inspiration, allowing clients to imagine their perfect yacht long before construction begins.
