Poltrona Frau opens its first flagship store in Fulham Road, one of the most exclusive and prestigious parts of London. The project has been coordinated by the London studio BDP, responsible for the UK Pavilion at Expo2015 (which was awarded “Best Pavilion” at the event in Milan), and the construction of the project has been overseen by Cassina Contract.
With four large windows overlooking the street, the space – measuring approximately 500 square metres and spread over two floors – is characterised by a design which aims to enhance the values that distinguish the brand with a refined and simple tone: a high level of sartorial style, impeccable details, complex workmanship and a consolidated and wholly Italian savoir-faire.
Neutral colours have been chosen for the finishings and the walls are in pale grey. Pierre Grise marble from North Africa has been used for the ground floor and the floor of the basement is in stained grey oak. One important architectural feature is the large smoky grey glass case set six metres behind the reception desk, creating an interplay of transparency which invites the visitor down to the lower floor.
The store features a large bookcase of leather to discover the Leathership® of the Italian brand, or rather its leadership in the world of leather. A simple wall shelf displays more than 100 carefully folded and ordered leathers in the most innovative colours taken from a palette of around 177 shades, creating a tactile experience to savour the warmth of this material which so represents the passion, culture and tradition of the Poltrona Frau brand. Living, dining and bedroom areas are alternated in an intimate and elegant environment. Historical and contemporary designs are combined in perfect coherence and balance: from the Vanity Fair armchair of 1930 to the circular Scarlett sofa by Jean-Marie Massaud.
The opening of the London showroom, alongside the St. John Street space designed for sector-specific clientele and architects, is part of the brand’s decisive expansion strategy which aims to increase the international presence of Poltrona Frau and to oversee all of the areas which represent strong growth opportunities. “I am very pleased with the opening of this new flagship store, now our thirteenth directly operated store in the world,” declared Piero Valentini, Managing Director of Poltrona Frau. "To have a presence in a city with as much potential as London will contribute to accelerating the knowledge of the brand and its values of Italian excellence and craftsmanship in a cosmopolitan market".
In 2016 the brand will also open stores in Berlin, Johannesburg and various cities in China.
