Poliform's New Milanese Showroom: A Fusion of Heritage and Contemporary Design
Poliform has recently unveiled its new flagship showroom in Milan's iconic Piazza della Scala, a strategic relocation that underscores the brand's commitment to embedding itself within the city's rich artistic and cultural landscape. This expansive 1,500 square meter space, housed within a magnificent 19th-century palazzo, represents a pivotal moment for Poliform, transitioning from a mere furniture producer to a holistic lifestyle brand that integrates architecture, hospitality, and contemporary culture.
The Piazza della Scala, renowned for landmarks like the Teatro alla Scala opera house and the Galleria Vittorio Emanuele II, now welcomes Poliform into its prestigious fold. This move from their long-standing Piazza Cavour showroom was driven by CEO Marco Spinelli's vision to connect more intimately with Milan's vibrant core. The palazzo, which once served as a grand hotel for opera stars, provides a historically rich backdrop for Poliform's modern aspirations, creating a compelling dialogue between past and future.
Under the guidance of newly appointed CEO Marco Spinelli, a second-generation leader of the founding family, the flagship project signifies a bold new direction. Spinelli entrusted Milanese architect Stefano Belingardi Clusoni with the renovation, praising his ability to respect the city's heritage while embracing forward-thinking architectural concepts. Belingardi Clusoni's design ethos for the showroom was to create an 'urban villa' – an open, inviting space that feels like a private residence, allowing visitors to engage with Poliform's offerings in an intimate setting. His design masterfully combines natural stone, light oak, glass, and mirrored steel, opening up the historical structure to blend seamlessly with the bustling city outside.
The renovation meticulously preserved elements of the palazzo's varied history, including original cast-iron columns on the ground floor. Belingardi Clusoni introduced a sculptural circular staircase that elegantly connects the three levels, acting as a central axis guiding visitors through different atmospheres. The upper floor is thoughtfully dedicated to bedrooms and kitchens, the latter designed not just for utility but as social hubs, reflecting a growing trend in contemporary living. This aligns perfectly with Poliform's expanded vision, particularly evident during events like the Salone del Mobile and EuroCucina fair.
Spinelli envisions the new flagship as more than just a retail space; it's a point of connection and community. A street-level café and bistro, helmed by chef Michele De Liguoro, invites the public to experience the Poliform world through culinary delights and cultural events, extending the brand's reach beyond its traditional clientele. This inclusive approach aims to cultivate a global community, allowing more people to experience and interact with the Poliform brand in a dynamic and engaging manner.