Poliform launches expansive new London showroom

Spread over two floors the new outpost encompasses kitchen, storage systems and furniture

Poliform showroom London
Poliform

What’s the story? The new Poliform flagship showcases its furniture across six expansive windows on London’s Wigmore Street. The iconic Italian brand’s third UK outpost is in a Victorian redbrick building that has been artfully restored to maintain its historic features, such as the ornate columns that frame its façade, while offering a contemporary backdrop within.

Poliform showroom
Poliform

What will I find inside? Comprising 500 square metres across two floors, the sleek, bright exhibition space immerses visitors in the Poliform world of finely crafted furniture and storage systems, with kitchens a key focus (all but one has been removed from the King’s Road showroom). A concrete plaster finish is contrasted on a backdrop of black-stained oak panelling and a dark oak floor.

Poliform showroom london
Poliform

Upon entering, you’re greeted with the vast marble-topped ‘Kensington’ table, with the white lacquered ‘Phoenix’ kitchen and black elm ‘Twelve’ kitchen flowing into a living space featuring the‘Kelly’ bed, ‘Jane’ chair and a dressing room made up of the ‘Ubik’ walk-in wardrobe system. Descend to the lower floor – once the building’s vaults – via a sculptural limestone, oak and bronze staircase and you’ll find the ‘Artex’ and ‘Alea’ kitchens, alongside the brand’s bestselling sofa, the ‘Bristol’,as well as the glass ‘Wall’ storage system.

Poliform showroom london
Poliform

Why should I visit? ‘The beauty of the Poliform brand is that every collection from the last 20 years has been a smooth, seamless progression to reach this point, and that journey is reflected in this space,’ explains George Khachfe, CEO of Poliform UK. ‘Everything is completely coherent, and all of the pieces complement each other – it truly demonstrates the Poliform lifestyle.’ 51–61Wigmore Street, London W1; poliformuk.com

This feature appeared in ELLE Decoration September 2019

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