Franke’s new home in Milan

Minimalism and simplicity in the new set-up of the flagship store in Milan of the Swiss brand specialized in intelligent systems and solutions for the domestic kitchen

Franke showroom, Milan
Franke showroom, Milan

The entire Franke Group has gone through major rebranding in recent months. Including Franke Home Solutions, the appliance division of the corporation, which in line with the strategy of renewal has updated the spaces of its showroom in Milan, at Via Pontaccio 18. “The new home of Franke in the center of Milan represents the renewal we want to communicate: a place that is even more modern, but at the same time recognizable, which conserves the long-germ values of Franke, namely quality and excellence,” says Dino Giubbilei, vice-president for Marketing & Digital of Franke Home Solutions.

The new space on Via Pontaccio, like the other showrooms of the group scattered around the world, has been designed by the German architecture firm Uniplan, which has chosen warm wooden flooring for the entrance area, with pastel hues for the walls and the insertion of a lamellar partition of great impact, the distinctive sign of the new image of the brand. The modifications in terms of space have been envisioned in tune with the brand’s renewed identity: mixer faucets, bathtubs, induction ranges, exhaust hoods and ovens meet with ideal situations for their display.

Gathered into theme areas based on product families, along the windows facing Via San Simpliciano there are displays of ovens, ranges and exhaust hoods. Visitors also encounter two areas devoted to water and air: the Water Competence Area, with the various pertinent Franke solutions, and the Air Competence Area, presenting technological developments for air treatment, including the Mythos Air Hub line in the Vertical, T-Shape and Ceiling versions.

The central area of the showroom, on the other hand, contains the key products of the Mythos family, the premium program of Franke, like the Mythos Masterpiece bathtubs with mixers and coordinated accessories. Great priority has also been assigned to the two kitchen areas, equipped and functioning, ready to make the consumer experience even more engaging. On the one hand, sinks and induction hobs, flanked by ovens, wine coolers from the Mythos program and the T-Shelf island hood in the iconic Black Matt finish; on the other, the products of the Maris series.

Next to the two kitchen spaces, a large 98-inch touchscreen offers customers an interactive experience. The Materioteca, finally, is one of the most intriguing zones of the showroom, a library of materials to allow visitors to touch and explore the ingredients of the company’s products. The showroom also hosts the hoods by Faber: the new Galileo Glass exhaust unit, the novel Beat XL suspended hood, and the iconic creations like Air Hub Vertical.