Mayfair marina: Sanlorenzo Yachts to open London flagship showroom on Park Lane

One of the world’s leading bespoke shipyards is setting up shop in the heart of London. 

Sanlorenzo Yachts UK will open a flagship showroom at 61 Park Lane, Mayfair, in March 2026. 

Designed as a working studio rather than a traditional retail space, the showroom will allow prospective Sanlorenzo owners and charter clients to begin the co-creation process in-city.

The opening reflects growing UK demand for individually crafted yachts, hybrid propulsion, colder-water explorer models and flexible ownership pathways, including charter.

Sanlorenzo says British yacht ownership is now among the fastest-growing segments of its global business, driven by a younger cohort of ultra-high-net-worth clients with an appetite for custom design, privacy and flexible ownership models.

The new Mayfair mooring isn’t a shop window in the traditional sense. The boutique space will invite clients to explore yacht models, layouts and consult directly with Sanlorenzo and Bluegame (a brand of Sanlorenzo) experts. 

A working studio, it’s been conceived as a place where ideas will be sketched, materials handled and conversations held, without anyone needing to board a plane to collaborate.

Sanlorenzo says British yacht ownership is now among the fastest-growing segments of its global business…

The superyacht market up close

Sanlorenzo occupies a very particular niche. As the world’s leading single-branded shipyard for yachts over 24 metres, it’s built a reputation on doing things one boat at a time. No standard templates, no off-the-shelf interiors. Buyers collaborate with architects and designers of their choosing, shaping yachts that reflect how they actually want to live. That could mean asymmetric layouts for more usable interior space, expansive beach clubs with fold-down terraces, or fully glassed swimming pools.

Demand is rising not only for Mediterranean cruising yachts, but for explorer-style models suited to colder waters and year-round use. The South Coast, Sanlorenzo suggests, is emerging as a serious alternative to traditional Med-centric ownership, supported by strong infrastructure and a growing yachting culture.

Nick Hatfield, Managing Director of Sanlorenzo Yachts UK, sees the London opening as a natural next step. “The expansion of our business with the establishment of our new London showroom reinforces our commitment to our UK clientele, placing the brand firmly at the centre of one of the world’s most influential luxury hubs,” he says. “It allows prospective owners and those new to yachting to begin their Sanlorenzo journey, without needing to leave the capital.”

Charter, not compromise

One of the most obvious changes in the yacht market is the growth of chartering. The Park Lane showroom will place particular emphasis on this, guiding clients who may not yet want full ownership but are keen to experience yachting on their own terms.

“Chartering is the gateway,” says Hatfield. “Discerning individuals are moving away from conventional luxury travel and seeking experiences entirely on their own terms.” 

With a Sanlorenzo charter, that might mean chef-led dining one night, high-adrenaline watersports the next, and total privacy throughout, says Hatfield. The scenery, like the itinerary, is never fixed.

A London yachting destination with global reach

Sanlorenzo’s story began in 1958 in a small Tuscan town. Under the leadership of Executive Chairman Massimo Perotti, the shipyard has enjoyed two decades of steady growth, with a global order book now fuelled by a wave of new yacht launches and renewed interest in sustainable design and hybrid propulsion.

The Mayfair showroom joins Sanlorenzo Yachts UK’s existing base in Swanwick, Southampton. The doors at 61 Park Lane open in spring 2026.