Starting today, Poltrona Frau opens its Milan Flagship doors to officially kick off its 110th-anniversary celebration from June 6-11th. In honor of the momentous occassion, the iconic furniture makers have unveiled an immersive and inspiring installation in the courtyard of their flagship.
The True Evolution Experience, designed by Greta Rosset (a rising Milan-based interior designer) and styled by Simona Cremascoli (a long-time collaborator with Poltrona Frau), is a sculpture that acts as an exhibit, taking guests through the brand’s past, present, and future, underscoring its true evolution. This unique journey is realized through ambient music, evocative lighting, artistic representations, and audiovisual effects.
The installation evokes a shape taken from nature, the pine cone, to symbolize the care and sensibility that Poltrona Frau has towards the environment in all its manufacturing processes. The shingles are made in a mirror-like material recalling the concept of the new digital and technological evolution, here reinterpreted as a form of art.
A fully immersive journey, guests access the heart of the installation through a dark corridor, where a sequence of lights leads you to the central hall. This is completely covered with a soundproofed mirrored surface, where rhythmical-led screens dominate the structure in all its height. Digitally processed images show the most significant figures of Poltrona Frau, blending into its numbers the company’s history, the refreshing of its traditional expertise and materials, and its innovative view towards a more sustainable manufacturing approach.
“The 110th anniversary of the foundation of Poltrona Frau”, explains Nicola Coropulis, CEO of Poltrona Frau, “is an opportunity not only to celebrate our past, but above all to talk about what we want to be.”
In addition to the installation, a domestic environment has been staged within the flagship with a living room area, a dining area and a bedroom. These show the leading products from the True Evolution 2022 collection, juxtaposed with some iconic and best-selling pieces from the Poltrona Frau catalog, emphasizing the evolution of Poltrona Frau’s heritage. The installation was styled by Simona Cremascoli.
For those in Milan this week, be sure to book a visit with Poltrona Frau for the opportunity to explore this one-of-a-kind installation and discover the new outdoor launches by designers Ludovica + Roberto Palomba and Kensaku Oshiro along with the 2022 True Evolution Collection.
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