The public has discovered a space organized as a Campus: three buildings unique as the brands they represent, joined by a common lounge area that interprets significant features of each.The Lounge was a cozy space reserved for Poltrona Frau Group guests and customers. Designed by Monica Armani and Luca Dallabetta, it accomplishes a new approach to the issue of temporary exhibitions. The Lounge is conceived as an ornamental pavilion. A modular multi-use structure for practical reassembly, suitable for various occasions: the choice of materials and technologies designed for the project take a strong focus on sustainability.A great glass platform on all four sides is juxtaposed to a sequence of large wooden crosses that create

a strong and welcoming signal to the public. All elements carry low environmental impact. An essential selectionof materials apt for future exhibitions, where re-use means sustainability, fully harmonized into the architectural scope of the project. Within the Lounge, the quarters told the tales of the 3 brands of the group, also with the aid of video supports which illustrate various themes such as the latest retail news, products insights as well as lore from the history of the brands and pictures of the showrooms around the world. A unique space and a new concept entirely engineered and realized by Cassina Contract in close collaboration with Monica Armani and Luca Dallabetta.

Images ©Nicola Zocchi

An “Array” is a matrix in the language of science and is perfectly apt to describe the new auditorium seating system designed by Zaha Hadid for Poltrona Frau Fixed Seating Division as it creates a network of visual and geometrical effects in each seating area. This system forms the basis of a new, prestigious collaboration between the famous designer and Poltrona Frau. “Array” has been introduced as part of the Multiplicities exhibition by Zaha Hadid during the 2013 International Furniture Fair in Milan. Zaha Hadid, winner of the Pritzker Architecture Prize, has attained worldwide recognition for her dynamic, visionary architecture and continuous exploration of new relations between urban design, architecture and design with a special focus on technology.

The “Array” project breaks the mold of traditional auditorium and theatre seating systems. It is a seat-sculpture. A single, compact, dynamic unit. A self-rotating structure built on the principles of Euclidean geometry with the back, arms and seat appearing to form a single flower bud ready to burst open. A true challenge to the idea of form, disrupting the traditional visual monotony of rows after rows of seating. The “Array” design incorporates dynamic angles to create a range of unique visual effects that change according to the viewer’s vantage point and transform the theatre into a welcoming self-contained place. A new concept in seating that combines unconventional shape with ergonomic design and extremely high levels of comfort.

Images ©Giovanna Silva ©Jacopo Spilimbergo ©Giorgio Possenti

Multiplicities by Zaha Hadid. An installation event that interweaved sound, shape and design. It formed part of the 2013 Fuorisalone fringe events and took place at the Fonderia Napoleonica during the last design week.

The exhibition featured the Array seating system designed by Zaha Hadid for Poltrona Frau Contract and the Zephyr sofa made by Cassina Contract for Zaha Hadid. The Liquid Glacial and Mercuric table collections by Zaha Hadid Architects were also on display. The entire experience was designed for the public by Zaha Hadid. Sinuous floor and wall graphics covered the space to transform the exhibition into a dynamic, immersive event. Armchairs, tables and sofas proliferate to create a vibrant composition of visual continuity with the smooth fluency of the architecture amplifying the spirit of the projects. These pieces gave an insight into the nature of Zaha Hadid’s work, who projects her designs into the future by working with complex geometries, technology and digital language. The Array seat breaks the mould of traditional auditorium and theatre seating systems. The Zephyr sofa is another completely new concept. Its sculpted shape was inspired by natural formations eroded by the wind into shapes that appear to have solid sections carved right out of them. It creates a new language of ergonomic support and comfort where its sinuous lines lend themselves to multiple seating layouts. This presented a challenge for the production department of Cassina Contract, but it proved capable of meeting it head on thanks to its industrial, artisanal and technological expertise:

the very reasons why Cassina Contract is constantly chosen to work alongside the most prestigious names in international architecture and design.

The vibrations of the furniture were transformed into acoustic vibrations with the full-immersion effects. A musical installation that combined sophisticated sound modules to enhance the perception of the fluid, continuous movement of the exhibition space. Multiplicities also enticed the public to enter the virtual world created by the animation of auditorium settings developed by Zaha Hadid Architects. The Array seat was the star of the event, with an onstage appearance by an auditorium. The seats open and close to generate an infinite sequence of choreographed parametric patterns. A performance that meanders smoothly through the interchange of seat movement and sound.The evocative atmosphere housed the talk of Zaha Hadid and Patrik Schumacher with Stefano Boeri. Zaha replied the question asked by Boeri about her relationship with Italian design, giving some unexpected titbits about her childhood in her house in Bagdad and her ambition to design her bedroom at just 10 years old. She admitted her curiosity during the period of the university for the Italian design movement like Archizoom and  Superstudio and how much they influenced the concept behind the furniture pieces design by her. In this friendly atmosphere Zaha took also the opportunity to talk about the project for the Maxxi museum, reaffirming her satisfaction for the project and the opportunity of working in Italy.

The event has been sponsored by

Images ©Giorgio Possenti ©Fabio Falcioni

02 ARCHITECTURE

03 DESIGN

04 LIFE & PEOPLE

Multiplicities: Zaha Hadid Architects The famous designer and Poltrona Frau Contract introduce the new “Array” seating system

Fuori Salone 2013: Poltrona Frau Group and Zaha Hadid Architects present "Multiplicities" at Fonderia Napoleonica in Milan

Poltrona Frau Group CampusSalone del Mobile 2013: Poltrona Frau, Cassina and Cappellini return to Rho Fiera

The 2013 Edition of the International Furniture in Milan has successfully ended. Your Division has done a joint exhibition with Zaha Hadid Architects. Can you tell us more about the background of the collaboration with Zaha Hadid Architects?Our collaboration with Zaha Hadid Architects goes back some years when Cassina Contract realized the Zephyr sofa designed by Zaha Hadid for the Home House Club in London. In parallel we started to work with Zaha Hadid and her team to develop an auditorium chair for the Poltrona Frau Fixed Seating Division which goes beyond the typical chair designs. The outcome of our collaboration are two extraordinary products which we were very proud to present during the ‘Salone’. We found this very special location for our exhibition which used to be a foundry, therefore a symbol for Italian craftmanship. The ambience of a historic factory was a beautiful environment to present the very modern and innovative furniture pieces designed by Zaha Hadid. In general the exhibition and the collaboration with Zaha Hadid Architects is a demonstration of our strong commitment to the A&D community. As a matter of fact, Poltrona Frau has a long track record and tradition of working with internally acclaimed architects, many of them Pritzker price winners.

There is a lot of discussion about the Contract Business in combination with “Made in Italy”. What are your thoughts on the current state and the future of the Contract Business?The philosophy of Contract is an Italian invention based on its heritage of vast knowledge and specific skills in manufacturing the finest furniture and interiors. Poltrona Frau for example just celebrated its 100 year’s company anniversary and has started its Contract activities back in the 1950’s supplying bespoke furniture to luxury cruise liners. However, today’s Contract business has evolved. Whilst the original idea of providing a complete service and product has remained the same, I do see two major trends. Firstly, I have observed a bi-directional trend of more and more General Contractors branching out into interiors and at the same time Interior Contractors providing General Contractor services. Poltrona Frau is not following this trend as we focus on offering to our clients only products and services in which we can provide an added value in terms of design, functionality, quality, material selection etc. This is where we are good at and where we have more than half of a century of experience in. The second trend is related to “Made in Italy”. It is getting more and more difficult to compete in the international market, particularly outside of Europe, with products 100% Made in Italy.This is most unfortunate but a fact. Therefore we have started already some years ago to develop alternative production hubs in Asia and Latin America in order to offer the same service to our clients there. This gives us more flexibility to accommodate our client’s budgets for a specific project and allows us to be competitive on an international scale. In general, to compete internationally you need to be close to your customers. For me it is unthinkable to manage a global business remotely from Italy. We have made a significant investment and opened our own offices all around the world from New York, Sao Paolo, Paris, London all the way to Doha, Dubai, Hong Kong, Shanghai and Mumbai. In a way we have sucessfully exported our Italian heritage becoming a global player in our market segment. Poltrona Frau Contract does very diverse projects. Wouldn’t it be better to specialize on certain kind of projects?Yes, it is true that we do realize the interiors for concert halls, lounges, hotels, restaurants all the way to fashion flagship stores and private motor yachts. The one thing, however, that all our projects have in common is the high degree of personalization and the top-end quality of our products. Our flexibility and our ability to interpret sophisticated design concepts and to bring to life the most complex interior projects is our strength and our selling proposition. If a client and an architect want a distinct solution, then we are the right partner. We do not sell only a product, the Contract Division provides a complete service package all the way from design engineering & support, technical drawings, manufacturing, logistics and installation on site.

01 INTERVIEW

Interview with Kurt Wallner, Managing Director Poltrona Frau Contract Division

newsJUNE.13 / ISSUE #12