On the occasion of Design Week, Poltrona Frau unveils its new “True Over Time” collection within its flagship store at Via Manzoni 30, entirely reimagined for the event. Inside the historic Palazzo Gallarati Scotti, a visual narrative unfolds around one of the company’s defining principles: authenticity, revealed through time. One of the deepest and most distinctive attributes of Poltrona Frau—an authenticity that is not only aesthetic, but existential.
Nicola Coropulis, CEO of Poltrona Frau, comments: “With the 2026 collection, we aim to highlight the importance of authenticity as a core principle of the company. An authenticity embodied in our design’s ability to remain true to itself, preserving and conveying its meaning over time. We believe the durability of our products is not merely physical- rooted in the strength of materials or the precision of craftsmanship but also lies in their ability to evolve over the years without losing modernity, beauty, or functionality. ‘True Over Time’ expresses the idea that the most authentic luxury lies in choosing furnishings that do not age, but rather gain value-enriched by stories, emotions, and memories. Reflecting lived experiences that make them increasingly precious, personal, and unique.”
A rich and articulated concept, translated into a compelling spatial narrative by Studio Brigolin Baschera, with styling by Simona Cremascoli. The various spaces of the flagship store have been reimagined to accompany the new collection with a narrative that simultaneously evokes historical memory and projects into the future.
The central element that encapsulates the concept is the dima- the template used to cut upholstery for Poltrona Frau furnishings. A symbol of masterful craftsmanship and attention to detail of that “intelligence of the hands” that defines the company’s production, it becomes the fil rouge of the entire installation, starting from the façade and the streetfacing window curtains. Original templates of Poltrona Frau icons are reproduced as large decorative panels, adorning the walls of the salons like bas-relief artworks. Handmade in wood and finished with a tactile coating, they take on an almost sculptural, ceramic-like presence. Along the path, curated texts emerge: some explore the themes of time and authenticity across different settings, while others, called Seeds- offer brief anecdotes and micro-stories revealing unexpected facets of the Poltrona Frau world.
Office furnishings are presented, where various configurations combine functionality, representation, and attention to wellbeing.
In the main courtyard, a large central teak platform evokes a ship’s deck, while a mirrored backdrop with three large LED walls completes the narrative with imagery of gestures set in a marine context. Here, the scene is dominated by the large sofas and coffee tables from the MC72 collection by Studio Paolo Ferrari, created by the Custom Interiors Business Unit and conceived for a yacht.
The flagship store opens its doors to reveal all the furnishings, details, craftsmanship, and words that define the Poltrona Frau world- a space of authenticity and beauty, rich with endless discoveries.
ABOUT POLTRONA FRAU
Poltrona Frau has been a leader in high-end furnishings since 1912, evolving into a global brand with three distinct business units dedicated to crafting unique design solutions for life’s most memorable moments. Its headquarters and core operations are based in Tolentino, in the Marche region of Italy.
Discover more on www.poltronafrau.com
