Published on : Thursday, November 16, 2017
The second showroom for Poltrona Frau in the city of Milan has found its home at Scalo Milano, the new high-end business district recently opened in Locate Triulzi, in the outskirts of the city. The new store spans an area covering 210 square meters of space and is located at Piazza del Design, one of the focal points of the new district onto which all of the large windows of the space look out.
An innovative mall concept focused on the “three F’s” of Fashion, Furniture and Food, the sectors most readily associated with Italian excellence across the world.
Nicola Coropulis, general manager of Poltrona Frau, explains: “This is the first time we have been involved in such a distribution context, one which represents an innovative model for Italy as it also involves the leading high-end furniture companies. Our goal is to develop synergies between the space at Scalo Milano and the flagship store in Via Manzoni, making sure they complement each other. In fact, the Scalo Milano store will enable us to connect with a very different potential clientele that will experience the brand in a new and alternative way, an experience that can be completed in the second store where, thanks to its larger display area, they will be able to learn more about the Poltrona Frau world. An important gamble for the brand, which therefore doubles its presence in the Milan area with another directly-managed showroom.”
The concept of the space is inspired by the company’s genetic code with the themes of understated elegance, warmth, openness, nature and sustainability to the fore.
Warm grey walls and natural oak floors. Four suspended pitched structures made from wooden staves, positioned at different heights, create an original and evocative game of volumes that brings to mind sails, becoming fascinating illuminated scenarios by night. A scene that is visible from the windows, a major vertical development, which attracts and intrigues visitors.
The showroom is split into 5 areas: three living room areas, a night-time area and a lunch area, organised as part of a fluid display in which the neutral shades of grey and beige dominate.
Some of the company’s most iconic products express its savoir faire and evolution over its 104-year history. The Chester sofa, designed in 1912 by founder Renzo Frau, the Vanity Fair armchair, which epitomes an entire category of seats, and the Dezza, designed by the great Gio Ponti in 1965, dialogue with more recent products that have enjoyed great international success. From the Archibald by Jean-Marie Massaud to the Aurora Due bed by Tito Agnoli, from the Ginger chair by Roberto Lazzeroni through to the very recent collection of Ren accessories by Chinese architects and designers Neri&Hu.
The display is completed by an area reserved for customers and a space dedicated to the sale of Poltrona Frau collection objects and household accessories.