The year 1912 marked the foundation year for Poltrona Frau in Turin, Italy. Over the years, the Italian brand has thrived on its expression of vibrant aesthetics and unrivalled craftsmanship. In collaboration with several designers, Poltrona Frau has given the world a range of furniture designs that narrate their individual stories in line and in unison with the brand’s innovative design plot. During the Milan Design Week 2022, Milan, Poltrona Frau launched its latest collection – True Evolution 2022, following the exceptional design of the limited edition Archibald chair earlier this year. The new collection - comprising a sofa system, armchairs, a shelf, and a bed - marked an emblematic exposition of the company’s pioneering creative spirit.
The year 2022 marks the 110th anniversary of Poltrona Frau, beholding the conception of the collection’s theme: an authentic and genuine journey based on cultural heritage, design ability, artisan know-how, and sustainability, setting the Italian brand apart from the rest. The collection commemorates the brand’s ability to radically depart from its customary expressions while projecting itself further onto unexplored design horizons. It follows a path that unfolds from Poltrona Frau’s creative lineage, its current creations are paired well with a vision for the future, tied together with sustainable design practices and a new business objective.
The notable novelties in the collection are the Nice dining armchair and the Homey table, designed by the Italian design studio GamFratesi. The minimal design aesthetic of both products can account for a soothing addition to any interior setting. Emanating the brand’s artistic delineation, the products highlight organic and sculptural shapes, refined manufacturing details, simplicity, compositional qualities, comfort, and hospitality. The armchair and the table design are such that they translate the theme of folding into new materials while interacting with all of the furniture pieces from the collection just as effectively.
Furthermore, the compact and comfortable Happy Jack sofa designed by the Italian designer duo Ludovica+ Roberto Palomba follows the lines of contemporaneity in design. The seating system, comprising two, three, and L-seating solutions, offers clean lines and an unmistakable character. The soft curves and the geometry of the sofa design are such that they present themselves as illustriously inviting to the user. The modular sofa directly relates to the Let it Be sofa but reinterprets the generous volumes while keeping compactness and technical simplification in mind.
Poltrona Frau also collaborated with the furniture designer Tito Agnoli to create the Aurora Tre bed, a symbol of unparalleled softness and comfort. The design was initially conceived by Agnoli in 2005, focusing on the idea of a bed quilt placed on the headboard, replacing the capitonne upholstery. As a rendition of the bed design, the luxury furniture brand envelopes the welcoming image with a seductively soft touch and appearance. With a cantilevered bed supported by a clean metal structure, the Aurora Tre appears to be afloat in the air with a contemporary characteristic much ahead of its time. The lenticular shape of the bed certainly embraces the sinuosity and softness of the padding system.
The collection celebrates the brand’s identity that has shaped up over the years by expanding its offering by comprising specialised assets that may successfully converse with the existing catalogue. The brand strives for more diverse and integrated design choices that can adapt to the many areas of the house, embracing the ambitions of modern living and life's new needs, such as flexible and versatile spaces while reducing product environmental effects.
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