South African consumers seeking the ultimate in refined, handcrafted Italian-made furniture have reason to be excited. Last week saw the launch of Poltrona Frau’s flagship store in Cape Town – neatly co-inciding with the luxury design company’s centenary.
The compact yet opulent store is situated in the design district in the De Waterkant, a strategic area of reference for the most important architecture studios in the city. Located on the junction of Somerset and Cobern Road, the store is inspired by the Jean-Marie Massaud concept that Poltrona Frau has adopted in all of its stores across the world.
On the launch evening, a handful of Ferraris and Maseratis are parked outside the showroom, though this is more than mere spectacle: Poltrona Frau’s Interiors in Motion division (in conjunction with Pelle Frau leather) furnishes the interiors of the most prestigious international automobiles, as well as airplanes, yachts, helicopters and trains. To this end, the showroom display even includes a Ferrari seat, highlighting the sumptuous materiality and meticulous finishing.
Founded in 1912, the brand has been refining its sophisticated expertise in hand-crafted workmanship through 100 years of history. This expertise, perfected through time, continues to be passed down by master craftsmen from generation to generation. Today, as in the past, this heritage of knowledge and skill is captured within each piece of Poltrona Frau furniture. The intimate and timeless elegance, the personality of each individual piece, are the fruit of the craftsman’s skill and a design that enhances handcrafted workmanship even in the most modern forms.
In its centenary year Poltrona Frau demonstrates Italian savoir faire and the values connected with design, craftsmanship and creativity that have made it, and its collection, a household name. With this new opening in Cape Town it confirms its key role as a spokesperson for the values of Italian excellence.
With more than 60 monobrand stores – stretching from New York to Rome, from Paris to Taipei, to Miami, London, Istanbul, Milan, and Washington D.C. – Poltrona Frau is an international point of reference for luxurious comfort. Indulge your ultimate furniture fantasies and pay their sparkling new Cape Town showroom a visit. As one might expect from a brand of this pedigree, the price tags are reassuringly astronomical, but your dream house really does deserve the absolute best… right?
Find out more at www.poltronafrau.com