A new space for Poltrona Frau in the Milan area. 210 m2 in Piazza del Design at Scalo Milano. The showroom is located at one of the focal points of the new district, Piazza del Design, onto which all of the large windows of the space look out. The concept of the space is inspired by the company’s genetic code with the themes of understated elegance, warmth, openness, nature and sustainability to the fore. Warm grey walls and natural oak floors. Four suspended pitched structures made from wooden staves, positioned at different heights, create an original and evocative game of volumes that brings to mind sails, becoming fascinating illuminated scenarios by night. A scene that is visible from the windows, a major vertical development, which attracts and intrigues visitors. The showroom is split into 5 areas: three living room areas, a night-time area and a lunch area, organised as part of a fluid display in which the neutral shades of grey and beige dominate. Some of the company’s most iconic products express its savoir faire and evolution over its 104-year history. The Chester sofa, designed in 1912 by founder Renzo Frau, the Vanity Fair armchair, which epitomes an entire category of seats, and the Dezza, designed by the great Gio Ponti in 1965, dialogue with more recent products that have enjoyed great international success. From the Archibald by Jean-Marie Massaud to the Aurora Due bed by Tito Agnoli, from the Ginger chair by Roberto Lazzeroni through to the very recent collection of Ren accessories by Chinese architects and designers Neri&Hu. The display is completed by an area reserved for customers and a space dedicated to the sale of Poltrona Frau collection objects and household accessories.