The long heralded and eagerly awaited inauguration has taken place. On September 29, the new showroom of Poliform | Varenna in New York opened its doors at number 112, Madison Avenue, on the precise date announced a year ago.
The Board of the company behind the brand celebrated in grand style in the company of architects, designers, interior designers, American partners, friends and admirers of quality design. A convivial evening of celebration to mark the opening of this new American chapter, at which the guests of honour were the company’s collections, displayed for the first time on sophisticated Madison Avenue, the new magnet for international interior design and increasingly the benchmark for quality design.
“Poliform on Madison is a gamble for us in that the showroom is presented as a real home, a place where the client can be inspired by a sophisticated lifestyle while actually experiencing it,” said Laura Anzani, Poliform USA’s Chief Operating Officer.
The brand's numerous offers for the living area, the night zone, the walk-in wardrobes and the Varenna kitchens are all accommodated in an area of 1,000 square metres: a private and welcoming atmosphere with soft, warm tones that speak of a philosophy of life.
The premises will also be a showcase for designers: “The new Poliform space bears witness to the company’s capacity to interpret and satisfy the demands of interior design professionals, for residential and for projects. We can finally demonstrate how the brand can create a total concept in the most complex interior designs. The furniture and the Poliform style are expressed through the most sophisticated processes and the use of special finishes for contract, panelling, customised doors and completely modular systems. A stylistic language given its full expression for the first time on the American market,” added Luca Bizi, Poliform USA’s Sales & Marketing Manager.
With the new showroom, Poliform is conquering the creative heart and fashion district of Manhattan, doubling its presence in cosmopolitan New York. The historic location on the sixth floor of the A&D Building with its 1,500 square metres – from where Poliform has been steering its widespread expansion in the Americas since 2001 – will retain a role as Poliform USA’s corporate offices and as a more technical exhibition location where clients can touch with their hands the multiple, multifaceted expressive potential of the products.