Tucked away on the elegant curve of Sackville Street in Mayfair sits a hidden gem of the private aviation world: Gulfstream’s 5,500 square-foot London showroom. It’s not just a showroom—it’s a statement. And after a major refurbishment last year, it’s now shinier than ever, marking a new chapter in its role as Gulfstream’s European flagship.

Opened in 2013 and refreshed in 2024, this is where serious jet-set dreams take flight. From bespoke cabin mock-ups to virtual interior tours, the space is part design studio, part aviation gallery, and wholly impressive. Think leather swatches, wood veneers, and 3D configuration tech—all wrapped in sleek architecture and soft lighting. The vibe? More Bond villain’s lair than traditional showroom.

Full-sized models of the G400 and G800 cabins can be viewed at Gulfstream’s London Showroom

But it’s not just here for show. The space doubles as a decision-making hub for clients from across EMEA, whether they’re exploring the mighty G700 or tailoring a G500 to match their yacht. Designers and engineers are often on hand to bring visions to life—over espresso, naturally.

Clients can sit comfortably whilst going through the digitally rendered options for their prospective aircraft

“Delivering an unparalleled experience for our customers is what defines the Gulfstream difference,” explains company president Mark Burns, unveiling the redesigned space that now anchors the brand’s European footprint.

Walk past reception and you’re met by full-size cabin mock-ups of the new G700, G800 and G400. Drop into the G500/G600 seat collection, recline to fully-flat and sample exactly how you’ll feel at FL450. Need to visualise a different veneer or swap champagne-gold fixtures for brushed graphite? A wall-to-wall Powerwall and Gulfstream’s 3D Cabin Creator let you remodel the interior in real time—right down to the stitching on the divan.

The mockup cabin’s leather seats can recline to a horizontal position, turning into a bed for long flights

“The cabin is really about comfort. Health and wellness are front-of-mind for our clients—we’ve even installed rowing machines in planes,” laughs interior design director Tray Crow, sounding more boutique-hotelier than aerospace engineer.

Technical Treats Beneath the Chic

• Interactive sample library with hundreds of leathers, veneers and textiles
• Dedicated Powerwall for 1:1 scale exterior-paint visualisation
• Integrated Cabin Creator app linked to VR headsets for immersive walk-throughs
• Multi-zone soundproofing so clients can compare acoustic treatments in-situ
• Day-to-night circadian-lighting lab to test Gulfstream’s PureLight™ system
• Full-service design studio staffed by industrial designers, materials scientists and ergonomists

Sentinel Tip

Sentinel Aviation’s Operations Director, Roland Dangerfield: “If a London meeting brings you within strolling distance of W1, let us arrange a behind-the-scenes tour. Just warn your accountant—because once you’ve lounged in that G700 mock-up, chartering may no longer feel quite enough!”