A few minutes walking distance from Oxford Street, London��s famous shopping street,is Fitzrovia where the city's most fashionable people gather. Here one will find galleries, companies dealing in fashion, film and other media, including public relations and advertising. The first store of China Element is located in this area.

Inside our store you can see the display of a home environment, classical and noble, aristocratic and elegant. In every corner, you can feel the exquisite and cosy experience typical of the Orient. We are using multimedia to explain and present to you the special materials and techniques used, and the history and cultural background.

In this way we hope to convey the cultural implications of every piece of art, its history and the unique manufacturing skills behind it. Our store is akin to a small exhibition space for elaborate design works of Chinese culture and art.