Walking along Wigmore Street in London’s West End, it’s hard to miss the vast, new-look Poliform flagship showroom. Set in a beautiful, sensitively restored Victorian building, the old labyrinth-style structure has been replaced with an inviting open-plan space spread across two floors, showcasing the Italian brand’s elegant, contemporary furniture designs. The wide-ranging collection features products for the whole house to suit different kinds of lifestyles, including kitchens, storage systems, sofas, bookcases, beds and wardrobes.
Furniture and kitchens can be designed in comparable finishes so that a subtle thread unites every area of the home
An integral part of Poliform’s DNA is its renowned partnerships with celebrated design talents such as Paolo Piva and Carlo Colombo, Marcel Wanders, Emmanuel Gallina and Jean-Marie Massaud. The latest collaborative pieces includes the elegant yet minimalist Kay lounge armchair (clients can choose from a leather or hide seat on the metal frame) and a multifunctional Westside sofa, both designed by Jean-Marie Massaud. The sofa has a series of padded modules that create diverse configurations, from the two-face island to the classic corner sofa, while elements such as the ergonomic chaise longue, the movable backrest, and the coffee tables enrich its functionality.
There’s also The Gentleman Collection by Marcel Wanders featuring a fixed sofa, ottoman, and three armchairs of different sizes, and Henry, a solid wood extendable dining table with rounded corners, refined cabinetwork and a wood, marble or glass top by Emmanuel Gallina. New to the Senzafine range of wardrobe systems is a range of carcasses with textured, laminate back panels; the Cover door which is clad in techno leather and can be finished in six different colours; and the new Plus door with its chamfered handle in black elm.
The drawers have had a makeover too, with seamless glass panels that run the full length. All products reflect the needs of an international clientele: for instance, the modular systems have the utmost versatility and the wardrobes allow for personalisation in both aesthetics and their internal organisation. Part of being ahead of the curve and able to continually adapt furniture to anticipate and interpret trends in luxury living comes from the company’s industrial ethos.
Since launching in 1970, its aim has always been to exploit the full potential of automated production line methods and upgraded technology, constantly monitoring change in an increasingly more global market. It has proved to be a huge success: all Poliform products are made in Italy and distributed in more than 76 countries to 800 shops and showrooms, including the 11,000 square foot King’s Road showroom, which re-opened in August.
Furniture and kitchens can be designed in comparable finishes so that a subtle thread unites every area of the home. The company can provide a complete design to installation service, starting with initial drawings to show how each unique composition will look. Pieces are timeless and designed to last a lifetime so although colour palettes and textures are refined, the clean lines and quality craftsmanship so synonymous with Poliform always remain.