In the cultural heart of Milan, Poliform opens its new flagship store, redefining the relationship between brand, space and customer. Located in Piazza della Scala, inside a historic building that has been part of the city’s life for 150 years, the new project moves beyond the traditional showroom concept to create an experiential destination where design, architecture and hospitality come together. Relocating its Milan presence from Piazza Cavour to the city’s cultural centre, Poliform positions its new flagship as a statement of the brand’s identity and a model that will inspire the future evolution of its international showroom network.
Spread across three floors, the space presents Poliform’s collections through a carefully designed journey, moving from living areas to kitchens and finally to the night area. The architectural renovation, designed by Milanese architect Stefano Belingardi Clusoni, enhances the original character of the building using natural materials such as stone, wood and glass, creating an elegant yet welcoming atmosphere. The central element of the project is the curved staircase in light oak, conceived not simply as a vertical connection between floors but as a true architectural gesture that guides visitors through the different environments. A design feature that recalls the atmosphere of an urban villa, open to the city and its inhabitants.
The most significant innovation from a retail perspective is the Poliform Café, located in an independent volume overlooking Piazza Ferrari. An innovative format for the furniture sector, it brings the concept of hospitality inside the showroom, transforming the retail space into a place for interaction, relaxation and connection. Minimal and sophisticated, the café interprets Milanese hospitality through a contemporary and cosmopolitan language. More than an additional service, it represents a natural extension of the Poliform identity: a place where people can meet, take a break and experience the brand beyond the purchasing moment.
“During the design phase, it felt natural to complement the showroom with a space like the Poliform Café, offering people a new way to experience the Poliform lifestyle and becoming a reference point for the city of Milan,” explains Marco Spinelli, CEO of Poliform.
With this opening, Poliform embraces one of the key evolutions of contemporary retail: the showroom as a cultural and experiential destination, capable of creating deeper connections with its audience. A model where design is not simply displayed, but experienced.
