Milan Fair 2011

THE STAND

In collaboration with renowned international designers such as Jean-Marie Massaud and Carlo Colombo, Poliform introduced twelve new pieces to the collection, all with a focus on versatility. The collection was showcased in one of the largest stands at the fair, a space of 1000 square metres.

THE PRODUCTS

While wood remained the dominant material of choice, this year was characterised by an experimentation with colour, evident in armchairs such as the Ventura Lounge by Jean-Marie Massaud and in beds such as the Rachel by Carlo Colombo. More subtly, Jean-Marie Massuad'sSanta Monicasofa was shown with an electric blue piping detail, while theVenturachair featured contrast legs in coral and powder blue hues.

These high impact pieces perfectly accompanied some of the more understated additions. The lightness and simplicity of the Hector dining table by Bruno Fattorini & Partners made it an ideal companion for an eclectic mix of coloured and neutral chairs, while Giuseppe Viganò's Bolton sofa with its differing back heights assumes a classic aesthetic, the perfect backdrop for a living room highlighted by an electric blue armchair, a vibrant coral side table or simply some coloured cushions.

THE DESIGNERS

The impressive list of designers who have collaborated with Poliform continues to grow. Jean-Marie Massaud proved to be pivotal this year, designing five out of the twelve new pieces showcased atMilan- theVenturaseating collection (a series of three chairs and armchairs), the Howard dining table and the Santa Monica Sofa. The relationship between Poliform and Massaud is defined by the idea of comfort aligned with trends and originality, the quintessence of the Poliform collection.

First-time designers for the brand include Bruno Fattorini & Partners, Niels Bendsten, Giuseppe Viganò and Michele Cazzaniga, while Carlo Colombo and Soo Chan continue to contribute to the collection.