Opening in Cape Town
Poltrona Frau opens its first South African store in Cape Town.
Thursday, March 22nd 2012 - Poltrona Frau, international leader in the luxury design industry, has opened its first showroom in the south of the African continent, in Cape Town. In collaboration with George Giorgio, architect of great expertise for design, who will help clients to realize new opportunity for furnishing luxury houses and will provide architects and designers working tools on projects within the commercial and residential sectors. The store is situated in the design district, a strategic area of reference for the most important architecture studios in the city. Located on the junction of Somerset and Cobern Road, the store is inspired by the Jean-Marie Massaud concept that Poltrona Frau has adopted in all of its stores across the world.
The experience begins out on the street. The windows are like stages with a view over the Poltrona Frau world. The light is filtered through a decor that reproduces a stylised macro of Pelle Frau® leather. Portuguese marble floors, a large ton-sur-ton Poltrona Frau logo on the pale grey wall and a blow-up of one of the iconic armchairs, the Don’do, complete the scene. The large moss wall is a highly distinctive element and has a major visual impact. Pelle Frau® leather, recognisable in every detail, is one of the stars of the show and has the material and symbolic task of communicating the magic of the senses. Soft and of extremely high quality, it covers the handle of the door at the entrance, inviting people to come inside. Processed into panels, it covers the doors and the interior walls.
Interiors divided by large panels composed of eight-way springs and visible jute cords extol the materials in Poltrona Frau’s historic collection. The hidden soul of seats that boast a timeless elegance. The roots of the epitome of Italian quality.
John-John, the Jean-Marie Massaud sofa with its enveloping, self-assured elegance, and Quadra, by Studio Cerri & Associati, with its geometric and linear design. The focal point of the night area is Roberto Lazzeroni’s Bluemoon bed, with its modern capitonné tufting and large diamond motifs. It is accompanied by the Isidoro drinks cabinet and the Archibald sofa, icon of the new millennium. C.E.O. Cube desk by Lella and Massimo Vignelli, Chancellor armchair, designed by Lievore - Altherr – Molina, and Intervista armchairs for the office area. The display is completed by Paola Navone’s Ghostfield, whose transparency exposes Poltrona Frau’s artisanal origins for all to see.
The showroom display also includes a Ferrari seat, highlighting the expertise of the Interiors in Motion division, which together with Pelle Frau® leather furnishes the interiors of the most prestigious international automobiles, as well as airplanes, yachts, helicopters and trains.
In its centenary year Poltrona Frau demonstrates Italian savoir faire and the values connected with design, craftsmanship and creativity that have made it, and its collection, a household name. With this new opening it confirms its key role as a spokesperson for the values of Italian excellence.