Poltrona Frau signs its first complete residential interior design project in London

Situated on the South Bank of the Thames, PRIVÉ Residences at One Nine Elms represent a new typology of curated urban living. For this project, Poltrona Frau has taken on the full authorship of five exclusive apartments, creating interiors that combine the refinement and attentiveness of private-club hospitality with the intimacy, comfort and coherence of a fully realised home. A project that goes far beyond the selection of individual furniture pieces to give form to a complete vision of contemporary living, where furniture, lighting, accessories, materials and art direction come together in a unique residential experience.

Developed in collaboration with PRIVÉ, a London-based residential hospitality brand curating a selective portfolio of residences defined by design integrity and personalised service, the project is located within One Nine Elms, one of the most architecturally distinctive new landmarks rising above the South Bank of the Thames. Situated on the 38th and 48th floors of River Park Tower, the apartments are characterised by floor-to-ceiling glazing, sweeping views over the city and the Thames, and distinctive winter gardens that extend the living space and create a continuous dialogue between interior and exterior.

For Poltrona Frau, the project represented an opportunity to express its design expertise across every dimension of the interior. Each residence was conceived as a coherent interior world, where furniture, lighting, textiles, materials, artworks and accessories work together to express a specific way of living. The art direction embraced every aspect of each space, from wallpapers and custom curtains to curated artworks, decorative elements and a full constellation of Beautilities accessories in Pelle Frau® leather.

Nothing was left to chance. Every detail was carefully considered to create interiors that feel personal before being inhabited and lived-in before any life has been brought to them.

The central creative challenge of the project was designing spaces for future residents who had not yet arrived. Poltrona Frau’s response was to build each apartment not around an imagined client, but around an imagined way of living. The result is a collection of homes that feel at once curated and discovered, combining elegance and comfort, character and versatility, in a residential experience that is both authentic and timeless.

Across the interiors, iconic pieces that have been part of the Poltrona Frau catalogue for decades sit alongside designs from the most recent collections, creating a living conversation between heritage and contemporary vision. Completing the atmosphere of the home is the Beautilities collection, adding the layer of daily intimacy that distinguishes a furnished home from a styled one.

With PRIVÉ Residences at One Nine Elms, Poltrona Frau confirms its ability to bring the same level of craftsmanship, design vision and project expertise that defines its products into the creation of complete living environments. A comprehensive interior concept shaped by a coherent aesthetic vision, a precise art direction and a distinctive lifestyle perspective, designed to endure over time and accompany everyday life.