Poltrona Frau opens the doors of its completely transformed Milan flagship store to present the new collection The Five Seasons: an immersive journey through emotions, nature, and design, envisioned by Studio Brigolin Baschera and styled by Simona Cremascoli.

At the entrance, the quote by writer Cesare Pavese – “We do not remember days, we remember moments” – welcomes visitors and encapsulates the deeper meaning of this collection and, more broadly, Poltrona Frau’s philosophy: creating harmonious and elegant spaces that express the personality and emotions of those who live in them.

Each area of the store reflects the fluid rhythm of nature and life. Spaces are defined by evocative hues and materials: lightness and brightness for spring, green tones and intimacy for autumn, watery, serene atmospheres for summer, and warm, enveloping textures for winter. The journey culminates in the Fifth Season: a refined and eclectic setting within two grand frescoed rooms, celebrating individuality and harmony. At the end of this sensory path, visitors are invited to reflect on the impressions they’ve experienced, celebrate the creativity of Poltrona Frau’s new collection, and imagine their own ideal Fifth Season.

Once again, Poltrona Frau extends its presence beyond the flagship store, taking over the city during Milano Design Week 2025 with installations in some of the city’s most iconic locations. The Atelier Fornasetti in Corso Venezia will host new editions from the capsule collection, while the exclusive Alpine Lounge in the Gae Aulenti district will highlight luxury and comfort with furnishings by Poltrona Frau. The brand will also feature prominently in the UNFORGETTABLE exhibition at the Superdesign Show 2025 and in the Next Place Hotel lounge in Via Savona 35. Completing the urban narrative, the new Out of Home campaign will animate the streets of Milan until April 13, celebrating Poltrona Frau’s most iconic pieces.

Join us during Milano Design Week and be inspired by a unique sensorial journey—your own personal Fifth Season awaits.