Poliform is joining the event dedicated to outdoor design in the “green heart” of Milan with the installation “Frames of Beauty” – a narrative on the beauty of design inspired by auteur cinema.
Poliform renews its presence at Open Air Design, the exhibition dedicated to outdoor design taking place from September 18 to 21 in the green spaces of BAM – Biblioteca degli Alberi Milano.
Organized by COIMA Image and curated by MoscaPartners, this project – now in its fifth edition – explores the connection between design, architecture, and art through workshops, talks, artistic performances, and installations open to the public, all set in a natural environment that amplifies inspiration.
Having been a consistent participant in recent editions of the event, Poliform once again confirms its dedication to design culture, supporting education in design thinking and fostering cross-disciplinary dialogue. The theme of the 2025 edition, “Frames of Nature”, invites visitors to broaden their horizons and explore multiple creative expressions – in particular cinema, which, like design, has the power to build new imaginaries, innovate aesthetic languages, and encourage change.
Taking cinema as its starting point, Poliform chose Paolo Sorrentino’s “The Great Beauty” as inspiration for its installation, “Frames of Beauty.” Echoing the film’s message that beauty lies in authenticity, simplicity, and the fleeting, precious moments of everyday life, Poliform presents an imaginary terrace that recreates this introspective dimension – an open space for connection, well-being, and communion with nature.
Through essential materials and forms, the collections on display tell a story of suspended, timeless beauty. This stage of eternal elegance is composed of the new Lagoon sofa designed by Emmanuel Gallina, together with the armchairs from the same collection: their design is iconic, inspired by sailing, by the gentle curves of sailboats, and by the lightness of materials through which natural elements filter. Complementing the scene are the Reef coffee tables (also by Gallina), evoking rocks smoothed by water, and the Crew vases by Jean-Marie Massaud, playing with a tone-on-tone effect in a composition of glazed and raw materials.
With this dreamlike and sensory scenario, Poliform’s installation becomes an exclusive space within the Open Air Design experience – a place to pause and rediscover the beauty of design.
Open Air Design
18 – 21 September 2025
BAM Library of Trees, Milan
