Poltrona Frau tells her story to the Fuorisalone through the installation The True Evolution Experience
At the Milan Design Week, between outdoor and lifestyle setting, the 110 years of our history and evolution are told in an artistic and metaphorical key. Celebrating our past, imagining our future.
The important anniversary of Poltrona Frau’s 100+10 years is at the centre of the Flagship Store in via Manzoni 30, which, for the first time, opens its courtyard inside the city of Milan with the sculptural and immersive installation The True Evolution Experience. Designed by the interior designer Greta Rosset and by videographer Mario Greco, the installation interprets the heritage, the contemporaneity and the sustainable future of the company in Tolentino combining digital elaborations and shots created ad hoc.
The Flagship Store in via Manzoni appears radically transformed both in the colors - natural, soft and recalling the land and in the planimetric paths that play on platforms and steps, drawing different levels and functional areas. The installation immersed in a space full of plants and covered with large mirrored scales, it wants to evoke the idea of a natural element that dematerializing it radiates into the ether; an opening towards the city and the world through the contemporary expressive language.
The past, present and future of Poltrona Frau coexist within the space. And the brand experience becomes a story of shapes and colors - from the curved lines that represent the needle to the colored ones that symbolize the seam - and then travel in the pattern created exclusively by the artist Felipe Pantone for the upholstery of the Archibald armchair Anniversary Limited Edition. A digital graphic, hypnotic and vibrant colors, which expresses the idea of "true tomorrow" by Poltrona Frau.
From June 7th to June 12th
Visits are open to public from 10 PM to 9 PM CET