Alf DaFrè bets on Milan

The Veneto-based brand specialised in the production of furniture and day and night systems chooses the city of Milan as a privileged stage to present its furniture collections to the international design community

Alf DaFrè flagship store, Milan
Alf DaFrè flagship store, Milan

Right in the heart of the city centre, in an area that has seen intense building activity in recent years, Alf DaFrè has chosen to put down roots on Milanese soil. The historic Veneto company founded in 1951 in Gaiarine, in the province of Treviso, has recently inaugurated a large showroom with wide windows facing the street.

It consists of two twin spaces of 400 square metres each, separated at the centre by the entrance hall of the building, an elegant twentieth-century building overlooking Via Rugabella on one side and Corso di Porta Romana on the other.

“The opening of the first Alf DaFrè and Valdesign flagship store in a location (square) like Milan has been a project planned since a few years”, comments Maria Cristina Piovesana, president and CEO of ALF Group, which brings together the two brands of the family business.

“This ‘double’ space enchanted us because of its size and its atmosphere, perfect to express in Milan the soul of our work, an expression of Made in Italy in the world. A project towards which our entire team – over 300 collaborators – has been fully dedicated, developing furniture collections which are the result of our technical ability and our almost obsessive approach to beautiful, well-made products.”

The large dimensions of the space allow the rooms to be clearly characterised with the day and night collections of the Alf DaFrè brand and the sophisticated kitchen systems of the Valdesign brand.

The space is aimed at an audience of architects and end consumers who, within the space, will experience the breadth of the range of proposals, the materials, and the technical solutions that make it possible to create a wardrobe, a small laundry room, a home office space or a toilet corner behind a closet’s door.