+10: a journey
among people
My Love Letter
to Poltrona Frau
timate ambition for the next few years is to consolidate this at-
titude of being a Lovemark, and to represent an example of the
true Italian living to the world; a lifestyle characterised by sober
elegance, a personal and inner luxury, research for an harmonic
well-being, and respect for the surrounding environment.
Over the past ten years, the company has been able to
gradually change perspective and put the customer at the cen-
tre of its process. This has progressively transformed the iden-
tity of Poltrona Frau from product company to lifestyle Brand.
We have tried to shift the focus from the single products to the
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Frau interprets each type of environment. While we have enri-
ched our collection of sofas and armchairs with new and more
contemporary styles, but still inspired by tradition (such as the
various creations by Roberto Lazzeroni or Ludovica + Roberto
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by expanding our focus to furnishing accessories and smal-
ler objects. A good example is the Ren collection designed
by Neri&Hu, which is complementary to the main collections
and much appreciated for its ability to respond to real custo-
mer needs. The Covid-19 pandemic, despite being so drama-
tic, has accelerated this transformation, leading us towards
a more hybrid and transversal product design. This is how
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in 2021, we fully arrived in the leather goods sector, albeit as
a natural extension of our recognized expertise in the leather
manufacturing business. But all of this is the result of our desire
to create a world that revolves around people and the functio-
nality of living spaces.
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cant moments of the last decade, is the opening of the Flagship
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dour that was in a derelict condition. We were able to see the
site’s greatness and potential in marking a new course in the
history of the company. Since then, our Milan store has been
a laboratory for experimenting new display and distribution
formulas and solutions, and is now the Brand’s main showcase
in the world. These last ten years have also been revolutionary
in our approach to retail; we have opened numerous branded
stores around the world that represent a point of reference not
only for our customers, but also for trade, helping us strengthen
our relationships with local operators in the sector. At the same
time, we launched our e-commerce platform, not with the aim
of replacing physical sales, but rather of improving our relation-
ship with our customers, while supporting the imperative digi-
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physical and virtual experiences. These changes satisfy the ne-
eds of a global transformation, while pointing the focus on the
relationship between people.
Relationships and dialogue are the basis of the bond
between Poltrona Frau and the Tolentino area. It is a two-way
bond; as our largest local production facility we have implemen-
At the beginning of the last decade, our Group adopted
a new organisational structure that brought me permanently
back to Tolentino to work exclusively with Poltrona Frau as its
Global Commercial Director. The Brand was very strong at the
time, especially in Italy, where it had created a widespread distri-
bution network and solid personal and business connections
with long-time retailers who had helped to promote the Brand’s
reputation. The formula of the Poltrona Frau Centres turned
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market as 2012-2014, growing the brand beyond the national
borders was not only a legitimate aspiration, but also a vital
necessity for building a more solid future for our company. We
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ght have seemed very distant from the language and values of
Poltrona Frau. It was the right move at the right time. This helped
us take advantage of the rapid growth that the Chinese mar-
ket was experiencing, while capturing an emergent new class
of Chinese consumers, very receptive towards the stimuli and
inputs arriving from abroad, and eager to appreciate the time-
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The last ten years have been a period of strong internationali-
sation for Poltrona Frau, thanks to the investments made in Chi-
na, the development of Asian territories and markets including
Vietnam, Cambodia, Korea, Japan and Taiwan, and the opening
of proprietary monobrand stores in key international strategic
hubs (from London to Dubai, from Mumbai to Miami and Los An-
geles), in addition to becoming part of the large American indu-
strial group Haworth in 2014.
Over the years, our design DNA has further evolved,
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customers a wide variety of touch points. Now, besides interior
home furnishings, we also furnish residential outdoors, as well
as work spaces. What’s more, we have expanded into public ga-
thering spaces (theatres, conference rooms, airport lounges,
restaurants, hotels) and the luxury travel sector (interiors for
prestigious cars, as well as furnishings for yachts and cruise
ships). We like to think that we have become a point of reference
in various parts of people’s lives, leading us to seek increasing
opportunities of contact with our customers. This is why we
have also sought out many partnerships with brands in leading
luxury sectors sharing our same values, heritage and experti-
se, from perfumery to food and beverage and fashion, with the
knowledge that we are not just a furniture company, but a ge-
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ago by Kevin Roberts which describes us perfectly; a brand that
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produces, but for the image and values that it represents and
that consumers can identify with. In recent years, Poltrona Frau
has further strengthened its reputation taking a leading role in
some of the most prestigious design projects of our time, from
the Louvre in Abu Dhabi to the Elbphilarmonie in Hamburg. In
doing so, its prestige has grown far beyond the production of
exceptional furniture for residential purposes. The Brand’s legi-
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future wife Georgia and it happened again in Milan in 2006 when I
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had to take her home. When I introduced Kennedee to Georgia, my
future wife understood the infatuation. She too was enthralled, and
we have all lived together ever since. To set the record straight, this
is no decadent ménage à trois and I am not some Casanova-style
philanderer – Kennedee is, of course, a sofa. Well, it’s far more
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expertly designed by maestro Jean-Marie Massaud – and it is the
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maker, the historic, Italian leather atelier Poltrona Frau.
During my sixteen years working at Wallpaper* magazine
covering the very best in global design, fashion and lifestyle, Italy
and the Italian luxury industries always held a prime position. There
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of Poltrona Frau.
So, this grand old lady of design is turning 110 years young.
I remember the centennial celebrations of 2012 very well, and I’ve
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years. There has been no standing still, no resting on its laurels or
slipping into complacency for this Italian titan. Poltrona Frau is a
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complex issues today’s society throws our way. A consistently
creative and entrepreneurial spirit has seen the launch of over 200
products over the past decade. It has seen international growth,
digital transformation, collaborations with other luxury brands
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focus on sustainability.
For me, there is no better badge of sustainability than the
proof of longevity – good design should last a lifetime (or more) and
my dear Kennedee is testament to this. It’s now over sixteen years
since I took Kennedee home and in that time, she has withstood
many a mauling at casa Chambers. Our two kids (and their friends)
have made the most of the generous proportions, supple surface,
and sturdy frame by using it for all manner of hi-jinks: a running
track, a trampoline, a stage for singing, dancing and wrestling, plus
the perfect venue for TV dinners and sleepovers. The grown-ups
have also put Kennedee though her paces – being host to numerous
social shindigs. If sofas could talk… Despite all this use and abuse,
our Kennedee looks as good as the day she arrived.
Coincidentally, I’m writing this on 30 April 2022 – mine and
Georgia’s tenth wedding anniversary. So, it’s been a special and
productive ten years for us too. We’re looking forward to opening
a bottle of 2012 sparkling Franciacorta wine, sinking into our snug,
soothing Kennedee and raising a glass to Poltrona Frau. Thank
you, and congratulations on 100+10.
ted initiatives to promote safety and services for our workers.
We have also stepped in at times of special need; for example,
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vid-19 pandemic. In return, those who work at the company
have given back their passion and dedication, knowledge and
research. Each one of them has contributed to increasing the
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been part of Poltrona Frau for these past ten years have been a
stimulating point of reference for me.
I have always looked to long-term goals in life, and this
is why I usually speak of myself as a marathoner. I am happy with
today’s successes, but I am still looking forward, because real
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Frau has taken the right path, committing itself towards a grea-
ter awareness of consumers’ expectations, and leaner and more
sustainable manufacturing processes. I love to think of Poltrona
Frau as having been a sustainable brand since 1912, because it
has always created products that are made to last, and because
it proposes a model of responsible consumption that uses na-
tural materials. However, we have to rethink this aspect in light
of the demands of today’s world, and through the contempo-
rary technologies. The Brand must continue this journey and
broaden its horizons exchanging its views on design and beco-
ming the true interpreter of a modern concept of living. Resha-
ping and respecting relationships, in the knowledge that chan-
ge is part of our life. �����������������������������
Nicola Coropulis — CEO, Poltrona Frau
Tony Chambers — Founder and Director of creative agency
TC & Friends, Former Editor-in-Chief
Wallpaper* Magazine