The 'intelligent hands' of Poltrona Frau come to Beijing
Poltrona Frau to open two new stores
23 October 2013 - Poltrona Frau, the Italian leader in the global high-end furniture segment, announces the opening of two showrooms in Beijing in partnership with Beijing De Yijiade Co. Ltd. One is located in the North Easy Home Furniture Mall, the most exclusive shopping centre dedicated to imported high-end furniture, while the other covers an area of approx. 400 m2 on Design Street in the "up east" area of Beijing (Shangdong).
These two openings in Beijing and the opening in May of a space in the Pellini multibrand store in Shanghai have seen Poltrona Frau implement its new distribution strategy which should entail the opening of a further four stores in Wenzhou, Xian, Xiamen and Suzhou by the end of the year.
The space in the North Easy Home Mall covers two floors for a total showroom area of 350 m2. In this elegant and intimate setting the products perfectly embody the brand's values: Italian excellence, heritage, craftsmanship, top quality materials and attention to detail.
The space is divided up into various different rooms that retrace the 100-year history of the brand through products that have always remained consistent with the values of the brand and the requirements of an increasingly international clientele.
One of the stars of the show is Pelle Frau®. A large étagère on the walls showpieces a selection of full leathers in 96 of the most representative colours of the different types of leather. A comprehensive range that numbers around 150 shades divided up into 5 different collections. A genuine "leather bookshelf" to study and to feel.
The large space is adorned with a blow-up image of a detail of the John-John and 26 pictures that retrace the history of the company in evocative images, gradually revealing the various living solutions that have been developed. The display is completed with large musk wall that connects the two levels of the showroom and the Poltrona Frau logo, which is painted on one of the walls.
In the living areas, to which the ground floor is dedicated, a number of products taken from the "Icons" catalogue that embody the company's 100-year history dialogue harmoniously with contemporary creations that have already become cult products.
The Vanity Fair armchair designed by Renzo Frau in 1930, the symbol of the brand, and the Chester from 1912, the epitome of the European artisanal tradition of capitonné working, sit alongside the Dezza designed by the maestro Gio Ponti in 1965 and the Archibald, a 2009 creation by Jean-Marie Massaud and winner of the Wallpaper* Award for “Best domestic design”. Then there are some of the new products unveiled in 2013: the Antohn sofa by Jean-Marie Massaud, the Montera chair by Roberto Lazzeroni, an elegant symbiosis of leather and hide, and the Palio dining table by Ludovica+Roberto Palomba with its origami-effect legs.
A large exhibition niche on the first floor hosts Atelier Poltrona Frau, the collection of leather objects for the home and office: bowls, boxes, containers, but also small pocket-sized leatherwear accessories.
The night-time area, also on the first floor, displays some of the 24 beds from the Poltrona Frau® Notte collection. Flair, by Angeletti-Ruzza, stands out for its innovative capitonné working which gives depth and character to the surfaces. Roberto Lazzeroni's Bluemoon is distinctive for the large diamond motifs stitched into the headboard, while the John-John's headboard is made up of large and enveloping cushions.
At the inaugural event one of Poltrona Frau's expert craftsmen will provide a live demonstration of some of the processing phases of the Chester. The expertise passed down over the company's hundred-year history of consummate craftsmanship, which has constantly had to modernise in order to keep up with new techniques and materials, will be doing all the talking.