Design districts have become as much a part of the modern metropolis as restaurant rows or theater districts. However inevitable they seem today, design districts are a recent invention. Whereas traditional design centers had their backs turned to everyone but professionally credentialed visitors, places like the Design Districts of Miami and Helsinki, or Brera in Milan, embrace all walks of urban life — whether an individual visitor has a practitioner’s license or a passion for design or even the slightest curiosity about the subject. That would have not been possible when cities were considered more fearful places or before the internet broke down the barriers of to-the-trade.
The relative newness of design districts means that, in many places, they are still taking form. New York City’s NoMad neighborhood illustrates the phenomenon. Its purveyors of innovative furnishings, lighting and materials have added dimension to an active street scene ignited by the opening of the Ace Hotel only in 2009. And just last month, Poliform joined NoMad’s cast of design-district characters with a two-story flagship, the first of its kind in the United States. Comprising 10,000 square feet overlooking a prominent corner of Madison Avenue not far from the Ace, “Poliform on Madison is a more experiential concept space,” says Poliform USA’s chief operating officer Laura Anzani. “With the interior set up like a home, our goal is to make visitors feel as though they’ve just wandered off the streets of New York into a glamorous Manhattan apartment.”
The showroom’s opening also underscores the evolution of the brand, which dates to 1942. That artisan’s workshop graduated to a full-scale modern manufacturer of bookcases, wardrobes and beds in 1970, quickly establishing itself as a steward of Italian design. In 1996, the company added kitchens to its collection by acquiring Varenna, and a decade later, it launched its first collection of sofas and armchairs. Meanwhile, it was putting down roots in America, first at the A&D Building in Midtown Manhattan; as the product line expanded, so the producer expanded its presence by cultivating its network of dealers and developing corporate showrooms. Street-front showrooms in Los Angeles and Miami predate Poliform on Madison.
Anzani moved to New York City eight years ago to oversee Poliform USA’s operations — as well as its reach beyond the A&D Building. “Our location in the A&D Building is set up like a traditional showroom space, where you can see our capabilities and samples of every finish and option. While it’s open to the public, the majority of our clients are designers and architects,” Anzani explains, adding that many of those knowledgeable guests have arrived with their minds made up. “We see this second location as an opportunity to tell a new story. Poliform on Madison is strategically positioned to make the brand more visible and accessible to both designers and homeowners than ever before.”
Accomplishing this multifaceted goal meant participating in the transformation of NoMad into a design district as well as arranging Poliform’s inventory into various residential vignettes in the showroom itself. “The space is outfitted with a broad range of Poliform collections and architectural systems yet maintains a cohesive look,” says Anzani, who foresees customers emerging from the experience with a complete shopping list for what she calls “a balanced home.”
The interior architecture amplifies the sense of immersion. Hardwood floors, oak wall panels and other materials stress the domestic atmosphere. Their detailing also conveys the company’s historic pride in pairing craftsmanship to innovative design. The designers of the Poliform Contract division, based in Milan, are responsible for the scheme. The team is known for designing multifamily and hospitality projects, such as Mar Adentro Los Cabos. “We wanted to take advantage of their expertise and showcase these capabilities by designing the flagship in-house,” Anzani says.
Because street-front showrooms do welcome all, the new showroom should also appeal to homeowners and designers who have piecemeal purchases to make — or who simply like to stay ahead of the curve. As a flagship location, it will be one of the first to show new releases from Varenna as well as collections exhibited at Milan’s Salone del Mobile. In 2016, highlights of the latter include works by Marcel Wanders, Jean-Marie Massaud and Rodolfo Dordoni. Poliform on Madison officially opened September 29.