On the occasion of the London Design Festival 2025, the Poltrona Frau flagship store on Fulham Road welcomed professionals and international guests for an exclusive conversation with HBA, one of the world’s leading hospitality design firms. The event featured Nicola Coropulis, CEO of Poltrona Frau, and Chris Godfrey, Co-CEO of HBA.

At the heart of the dialogue, entitled “Perspectives on the Growth of Branded Residences & Custom Interiors: An Exploration of Emerging Needs and Delivering Project Value”, were the new dynamics shaping the branded residences market: from the evolving needs of clients and developers to the ability of design to create value and new forms of living and hospitality. The discussion highlighted the strategic role of collaborations between brands and architectural studios, capable of merging design visions and innovation to interpret new paradigms of contemporary living.

Within this context, Poltrona Frau presented in London for the first time The Five Seasons collection: a journey that celebrates the transformative power of the seasons and introduces the Fifth Season, inspired by the Japanese concept of go-en, as a metaphor for a renewed balance between nature, innovation, and personal expression.

With this initiative, Poltrona Frau reaffirms its commitment to fostering dialogue on key themes for the future of design and to sharing with the international community its ability to combine Italian craftsmanship excellence with contemporary thinking.

Discover The Five Seasons collection.