Poliform is once again the protagonist at Salone del Mobile.Milano, with a set design and furnishing that tells of its design evolutions and its elegant and contemporary lifestyle.
Within a frame of 1800 square metres, the major product innovations created by the designers Jean-Marie Massaud, Emmanuel Gallina and Stefano Belingardi Clusoni are staged, together with the bestsellers and numerous range expansions, in a collective dialogue in perfect “Poliform Style”.
The architecture of the stand is an exaltation of graphics and perspective escapades, which enhance the brand’s ideals of minimalism and lightness, as well as creating a skilful game of quotations: large surfaces with total black bricks, with a square and regular shape, decorate the frame and the walkway, evoking the mosaics of Villa Oasis, the house of Yves Saint Laurent in Marrakech. Even the large geometric platforms that surround the stand refer to the imagined idea of islands of relaxation on which the Outdoor Collection is staged.
This design of lines, angles, and axes therefore leads to the heart of the stand, where it gives way to a softer and more comfortable appeal. It is an enveloping multisensory design that in fact acts as a fil rouge between all the numerous settings: a palette of warm and intense tones, the delicate scent of leather and bergamot (the new Poliform fragrance), the muffled effect of the 70s-style licorice carpet that softens the passage between the rooms, up to the harmonious musical background designed specifically to accompany visitors along the exhibition path. Here the brand’s Architectural Systems (expanded and updated in materials, finishes and accessories) define and rhythm the space, taking the place of the vertical walls. This creates numerous living areas, lounge areas, dining, kitchen and sleeping areas and suites with multiple proposals for wardrobes. The furnishings dot the space with elegance and refinement, leaving the role of protagonist to the new pieces, starting with the Ernest sofa, designed by Jean-Marie Massaud, characterised by soft and unstructured volumes inspired by a feather pillow. The French designer also created Leopold, the new dining chair, and the Adrien table, a sculptural furniture element that finds its distinctive character in the asymmetrical base. Also in the foreground is the Orbis padded collection, consisting of two sofas and an armchair with a wraparound backrest, designed by Emmanuel Gallina. And finally the Loai armchair, the result of the first collaboration with Stefano Belingardi Clusoni and the result of the synergy between the world of architecture and product design. Completing the proposal are the most recent evolutions of kitchen systems, day and night, in a compositional consistency that perfectly reveals Poliform’s design: a complete living space, an immersive atmosphere, a total architecture.
NEWS 2024
Jean-Marie Massaud, Emmanuel Gallina and, for the first time, Stefano Belingardi Clusoni, provide the signature for the main new products: different but complementary styles define upholstered items and furnishing elements that give rhythm to the various living, lounge and bedroom areas. At the same time, the spaces are defined by “domestic architecture” such as the kitchen, daytime and nighttime systems that have been updated and expanded in terms of finishes, materials and accessories.
