Poliform Unveils New Milan Flagship on Piazza della Scala, Blending Heritage with Contemporary Lifestyle

Poliform, a renowned Italian furniture and kitchen manufacturer, has inaugurated a significant new flagship store in the heart of Milan, strategically located on the prestigious Piazza della Scala. This move marks a pivotal moment for the brand, signaling an evolution from a furniture producer to a comprehensive lifestyle entity, deeply integrated with the city’s cultural and architectural fabric.

A New Heart in Milan

The new 1,500 sq m space occupies a historic 19th-century palazzo, a building that once served as a grand hotel frequented by artists and performers from the nearby Teatro alla Scala opera house. This location, described by CEO Marco Spinelli as “the city’s pulsating heart,” underscores Poliform’s ambition to connect more profoundly with Milan’s artistic and cultural heritage. The relocation from its former showroom in Piazza Cavour is both symbolic and strategic, aiming to embed the brand within a historically and culturally rich environment.

This initiative is one of the first major projects overseen by Marco Spinelli, who recently took on the role of CEO. As a second-generation member of the founding family, Spinelli is guiding Poliform, established in 1970 in Brianza, towards a broader vision that encompasses architecture, hospitality, and contemporary culture, while retaining its connection to the region’s manufacturing traditions.

Architectural Dialogue

To realize this vision, Poliform enlisted architect Stefano Belingardi Clusoni. His mandate was to create a space that harmoniously blends the palazzo’s historical layers with Poliform’s modern identity. Belingardi Clusoni focused on opening up the space, employing a restrained palette of natural stone, light oak, glass, and mirrored steel. The resulting design is intended to feel like an “urban villa,” offering visitors an experience akin to entering a private home.

The showroom features ceilings adorned with warm wooden boiserie, complemented by softly muted walls and floors. This approach allows the materials and furniture compositions to stand out, catching and reflecting light from the piazza through minimalist vitrines and mirrored steel inserts. Belingardi Clusoni aimed for continuity with the city, creating a large open-plan area where the external urban environment feels almost integrated into the interior.

A Transitional Element

The building, originally constructed as a private residence in 1876, has undergone various transformations, including a period as a clothing store, which led to the removal of much of its original architecture. However, a series of cast-iron columns on the ground floor remain. Belingardi Clusoni introduced a sculptural circular staircase that acts as a central “spine,” connecting the three levels and guiding visitors through different atmospheres within the showroom.

Culinary and Cultural Hub

The uppermost floor is dedicated to Poliform’s bedroom and kitchen collections. The kitchens, in particular, are presented not merely as functional spaces but as social environments designed for “socialising and connecting with the outside world.”

Beyond the display of furniture, the new flagship is conceived as a point of connection for a wider audience. The ground floor features a street-facing café and bistro managed by chef Michele De Liguoro. This culinary space is designed to attract new visitors through food, conviviality, and cultural programming, extending Poliform’s reach and fostering a sense of community around the brand. Spinelli views this as a key element in a broader communication strategy to make Poliform increasingly global and experiential.

Key facts

The opening of this flagship on Piazza della Scala represents a significant statement for Poliform, reinforcing its commitment to design excellence and its integration into the cultural landscape of Milan. It offers a new model for luxury retail, where brand experience extends beyond product display to encompass hospitality, culture, and community engagement.

Source: Wallpaper, “A place that reflects the city’s art and culture”: Poliform’s new Milanese home opens in the city’s beating heart, https://www.wallpaper.com/design-interiors/poliform-showroom-piazza-scala-milan