Poliform takes part in “Red in progress. Salone del Mobile.Milano meets Riyadh”, an installation that highlights the excellence of Made in Italy design within the context of Saudi Arabia’s Vision 2030.
The Salone del Mobile makes its debut in Saudi Arabia, and Poliform supports the event and its mission to showcase authentic Italian craftsmanship worldwide. From 26 to 28 November, the “Red in progress” installation will bring the Salone and its leading brands to the heart of Riyadh, inside the King Abdullah Financial District (KAFD). The financial plaza becomes a business-driven meeting point connecting the Salone, 38 Italian furniture companies and the fast-growing Saudi design ecosystem at the core of Vision 2030.
Designed by the Milan-based multidisciplinary studio Giò Forma, long active in Saudi Arabia, the installation transforms the aesthetics of a construction site into a cultural stage. A vertical exhibition rises on a scaffold structure — a metaphor for the country’s ambitious development — wrapped in a semi-transparent red fabric that creates a visual fil rouge across the architecture. Here, furniture, lighting, surfaces and accessories from selected Italian brands are displayed based on criteria of innovation, quality and sustainability.
Within this setting, Poliform’s products stand out as expressions of refined contemporary living. Inside the “Library”, a scenic backdrop enhanced by a majestic curved staircase, the iconic Le Club armchair embodies the brand’s elegant essentiality. In the small structures scattered throughout the Lower Ground level, the Owen armchair and a pair of Ube side tables represent Poliform’s bold, experimental spirit, defined by sculptural and timeless design. Completing the display, the Wallace armchair emerges as a true artistic piece, a creation that reflects Poliform’s ambition to push boundaries through design research and explore every nuance of beauty and elegance in interior design.
Salone Del Mobile.Milano meets Riyadh
26–28 Novembre 2025
Financial Plaza, King Abdullah Financial District (KAFD)
Riyadh, Saudi Arabia
