The new flagship store fosters an even closer dialogue between design and the city of Milan, starting from its artistic and cultural heart.
Poliform inaugurates its new space in Piazza della Scala, moving its center of gravity from Piazza Cavour to the cultural heart of Milan. The flagship store occupies three floors of a historic building — overlooking Via Santa Margherita, Via Filodrammatici and Piazza Ferrari — which celebrates its 150th anniversary this year. Opened as a private residence in 1876, it was converted into a hotel in 1905 to host the artists performing at Teatro alla Scala. The restoration project by Milan-based architect Stefano Belingardi Clusoni was conceived to showcase the breadth of Poliform’s offering against a backdrop defined by natural materials such as stone, wood and glass, the enhancement of the building’s structural elements, and a sinuous light oak staircase that serves as a connecting feature between the three floors.
The lifestyle is distinctly Poliform, with spacious volumes, elegant tones, ceiling-height wood boiserie, mirrored steel inserts and minimalist display windows that emphasize the relationship between inside and outside. The interior design project was developed by Poliform Lab, the brand’s creative hub dedicated to research and design. An external volume adjoining the building, on Piazza Ferrari, will house the Poliform Café, a space dedicated to food and conviviality. Essential and sophisticated, the interior design project will offer customers a distinctly Milanese experience, combining the tradition of Italian hospitality with a cosmopolitan atmosphere.
Ahead of Milan Design Week, on 14 April the new flagship store was inaugurated with an event that introduced its identity, vision, and dialogue with the city.
