THE NEW FLEXFORM CORPORATE SHOWROOM
On the eve of the 60th anniversary of its construction, dating back to 1959, the historic Flexform showroom was given a dramatic facelift.
Originally designed by Gigi Radice with the help of Gino Colombo, the showroom – then deemed an ‘exhibition palace’ as noted in an article published December 17,1960 in the local daily “Il Cittadino” – had surprisingly innovative design characteristics for its day: “Architecturally unique in its exterior structural lines, the building inside is a showcase for living room furniture and art furniture in a phantasmagoric fashion show of colors, where skillfully-placed lighting creates the warmth and intimacy of a home…”.
More than marking a milestone for the Galimberti family, the showroom served as a launch pad and a place designed to depict a domestic ideal made up of warmth, intimacy and comfort, the same values evident in the company’s entire product line. Ideals that are effectively expressed in all the showroom designs crafted by Flexform, from its stand at the Salone del Mobile – designed by Achille Castiglioni from 1979 to 1989 and since then by architect, Antonio Citterio – to the more than 30 flagship stores around the world.
The renovation project and the concept for the new showroom were curated by the company’s Design Center. Based on established aesthetic concepts, the design makes use of materials unmistakably tied to the brand’s image, like travertine flooring and walls, dark wood slat ceilings, large windows where linen curtains filter the natural light, and the presence of lots of green space, from the gardens that surround the building to those in the indoor conservatories.
The showroom is the company’s identity-space, a place designed to offer visitors an authentic brand experience. One that allows them to fully appreciate all the core values upon which Flexform’s philosophy is founded: to be the pure expression of the manufacturing and craftsmanship typical of Italian design, the timeless elegance that sets its products apart and the design consistency, high quality and unrivalled comfort that characterize the company’s entire product line.
The showroom occupies more than 2000 m2 arranged over three floors and offers an exquisite succession of rooms that blend the most recent products with iconic pieces like the Groundpiece Seating System, the A.B.C. armchairs and the Infinity bookcase, to name just a few of the company’s most well-known products, all designed by Antonio Citterio.
A large area of the showroom is dedicated to the Flexform Mood collection that expresses an air of sophisticated intimacy. The upholstery fabrics include shimmering velvets and refined devoré (burnout velvet) that wrap the soft, enveloping shapes with charming elegance.
The Flexform showroom is not a shop, but a work space dedicated to industry professionals – authorized dealers, architects, interior designers, designers and the public is also welcome.