Po­liform: Ital­ian time­less elegance

A fam­ily busi­ness, Po­liform’s fur­ni­ture col­lec­tion is con­trib­uted to by some of the world’s best de­sign­ers, yet its look is ut­terly co­her­ent, rep­re­sent­ing as it does a con­sid­ered phi­los­o­phy of de­signer qual­ity for peo­ple with taste, rather than chas­ing ev

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Po­liform’s de­signs ex­ude sub­tle glam­our. You won’t find any look-atme de­signs or un­duly tricksy shapes in its col­lec­tion, which ma­jors on state­ment so­fas, sexy cof­fee ta­bles and some se­ri­ously as­pi­ra­tional wardrobe sys­tems. In­stead, ex­pect a pal­ette of rich neu­trals – cream and grey up­hol­stery, dark woods, black mar­ble – with ac­cent colours like olive green, oxblood red, cho­co­late brown and mus­tard. Of course if a cus­tomer wanted some­thing a bit dif­fer­ent, well then there’s 30 leathers, 23 lac­quers and 300 other dif­fer­ent tex­tiles to choose from too; some­thing to suit ev­ery style, age and bud­get. And Po­liform is noth­ing if not all about its ser­vice. The brand prides it­self on the high level of cus­tomer care it pro­vides, guid­ing clients ev­ery step of the way, whether they’re look­ing for a sin­gle stylish sofa or full space-plan­ning for a ma­jor com­mer­cial de­vel­op­ment.

Based in Bri­anza, north of Mi­lan, where all its fur­ni­ture is still made, Po­liform was es­tab­lished in 1970, but its roots go back to 1942, when broth­ers Pi­etro and Giuseppe Spinelli and their cousin Luigi An­zani es­tab­lished an ar­ti­san cab­i­net­mak­ing firm. Fast for­ward to the 1980s and the fo­cus had shifted to wardrobe de­sign, which re­mains a key spe­cial­ity. In the 1990s, the brand com­mis­sioned ar­chi­tects like Carlo Colombo and Paolo Piva to de­sign bed­room fur­ni­ture and stor­age sys­tems; in 1996, it ac­quired the kitchen brand Varenna, to which Colombo

and Piva also con­trib­ute. Sur­pris­ingly, it wasn’t un­til 2006 that Po­liform un­veiled its first col­lec­tion of seat­ing, but mod­u­lar sofa sys­tems are now a big strength. New this year are two de­signs by French­man JeanMarie Mas­saud: ‘Mon­drian’, based on the lin­ear art­works of the Dutch painter, and ‘Syd­ney’, a more an­gu­lar sys­tem with graphic stitch de­tails and peb­ble-shaped cush­ions.

Po­liform’s out­put is in­tended to ad­dress the idea and needs of a com­plete ‘Po­liform house’, with ver­sa­tile mod­u­lar sys­tems that work for all kinds of spa­ces. Among its hero pieces are the ‘ Wall Sys­tem’, cre­ated in 2006 by its in-house de­sign stu­dio, which can morph from a small- scale book­case to a com­plete li­brary so­lu­tion; and the strik­ing Co­rian ‘ Web’ book­case by ar­chi­tect Daniel Libe­skind, who joined the fold in 2015. And since the launch of the up­hol­stery col­lec­tion a decade ago, more big names, such as Mar­cel Wan­ders and Rodolfo Dor­doni, have come on board, too, with Wan­ders’ ‘Mad’ col­lec­tion of chairs and cof­fee ta­bles, ini­ti­ated in 2013, adding a won­der­fully cur­va­ceous sil­hou­ette and a more play­ful el­e­ment to Po­liform’s sig­na­ture clean-lined look.

Al­though it projects a slick, in­ter­na­tional im­age, Po­liform re­mains a fam­ily- run busi­ness, with three cousins, the sons of the orig­i­nal founders, in charge: Gio­vanni An­zani, who heads mar­ket­ing and com­mu­ni­ca­tions; Al­berto Spinelli, who runs the com­mer­cial and project di­vi­sions; and Aldo Spinelli, who leads pro­duc­tion and fi­nance. And as the trio near re­tire­ment, their chil­dren have joined the ranks – no­tably Si­mona Spinelli, Aldo’s daugh­ter, who over­sees vis­ual iden­tity. But, the line- up would not be com­plete with­out one more key player, the only non-fam­ily mem­ber, Ge­orge Khachfe, CEO of Po­liform UK, and the man re­spon­si­ble for the brand’s in­cred­i­ble suc­cess in this coun­try. po­lifor­muk.com

Po­liform prides it­self on the level of ser­vice it can give, guid­ing clients ev­ery step of the way

Prod­ucts from left ‘Stan­ford’ chairs and ‘Mon­drian’ sofa by Jean-marie Mas­saud; ‘ Ubik’ walk-in closet with ‘Home Ho­tel Col­lec­tion’ bench and ‘Mad Chair’ arm­chair; ‘Kelly’ bed by Em­manuel Gal­lina; ‘Mad’ side ta­bles by Mar­cel Wan­ders; ‘Mad Joker’ arm­chair by Mar­cel Wan­ders

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