Poliform’s home in the Big Apple

Since the opening on 29 September, at NYCxDesign Poliform on Madison debuts one of the most popular destinations at the largest event dedicated to design in New York. The exclusive Poliform | Varenna space on 112 Madison Avenue – part of a circuit that includes exhibitions, installations, workshops, talks and openings – is a complete synthesis of the event’s values: it glorifies design in its purest and simplest expressive forms.

The new showroom was founded with the highest ideals, featuring an inspirational layout like a genuine house with an intimate, comfortable atmosphere. The series of rooms covering a 900 sq m exhibition area define a home environment in which the two brands’ refined interior solutions directly evoke a familiar atmosphere. The Varenna kitchens and the Poliform collections for the living, dining and night-time areas, spread over the showroom’s two floors, reveal a world that is perfectly recognizable in its discreet elegance, in its varied, yet harmonious mix of international brands: Jean-Marie Massaud, Marcel Wanders, Emmanuel Gallina, Carlo Colombo and Rodolfo Dordoni create a multi-faceted interplay of different influences, while always remaining true to their own style. A few of Poliform’s latest products are featured in the showroom, such as the angular Mondrian sofa, accompanied by a series of complements in the same series such as coffee tables and poufs; the iconic Marlon and Mad armchairs (in the Mad Chair and Mad Joker versions), the geometric Ipanema and
Seattle chairs and the versatile coffee tables in the Home Hotel collection.

With its personal interpretation of a living concept, Poliform on Madison is also a concrete representation of the brand’s design capability, both in the residential and hospitality sectors: special finishes, boiserie, doors and fully-modular systems frame the space, speaking a ‘total contract’ language that is truly expressed for the first time on the American market. The Madison Avenue opening doubles the company’s presence in the city: since 2001, it has been based at its 1500 sq m prestigious store in the store A&D Building, which will now house Poliform USA’s corporate offices.