Milan Design Week is an opportunity to experiment, this is one of its defining characteristics. It allows brands to push the boundaries of research and innovation to best express their expertise. It is also a moment when creativity can be set free to reveal a deeper vision, one that takes shape not only through products, but also through installations with strong visual and emotional impact.
Florim fully embraced this spirit that defines the design week par excellence, choosing to present itself in a new and unconventional way, where its surfaces become a metaphor for the company’s philosophy. Together with Nicola Gallizia and Matteo Thun, Florim created the project “PIAZZA CASTELLO Milano gentile,” an urban narrative between sign and architecture that celebrates its presence in the area between Foro Buonaparte and Piazza Castello, in the historic heart of Milan. Through this installation, the two architecture and interior design studios interpret Florim’s multiple surfaces as an architectural language capable of speaking about the city, bridging memory and contemporaneity.
The project begins with the stand at Salone del Mobile.Milano, conceived as the first and main chapter of the narrative. The space unfolds as an inward-looking architecture, inspired by Milan’s more understated beauty, the kind that does not immediately reveal itself, but invites exploration. Like a walk through historic streets and thresholds, visitors discover a soft, measured refinement, shaped through materials, light, and proportions. In this context, Florim’s surfaces are not displayed as mere objects, but become part of a spatial experience. The material takes on a narrative role, moving beyond its already established technical and qualitative dimension to convey a cultural message tied to contemporary living.
The journey then continues in the showroom on Foro Buonaparte, in direct dialogue with Piazza Castello. Here, the installation opens up to the city, interpreting urban morphology as a gesture of welcome and inviting physical interaction with the surfaces. The Florim showroom thus becomes a space for connection and pause, fostering dialogue and relationships.
With the project “PIAZZA CASTELLO Milano gentile,” Florim highlights a set of values, the gentleness of a welcoming city, a sense of balance and proportion, which are translated into a design language through its surfaces.
