Una Poltrona per due: Conversation with Roberto Palomba

Una Poltrona per due, the event promoted by Poltrona Frau , is a talk about the new concept “Connecting Experiences”. Nicola Coropulis, Ceo of Poltrona Frau, part of the company since 12 years, the designer Roberto Palomba and Gianluca Mollura, Mohd Ceo, hold a conversation, with the moderation of the architect Vanni Pasca, about the role of the company in the international contemporary design. Poltrona Frau proposes new projects with a look to the future, while it remains tied to the tradition and the history of the brand born on craftsmenship’s know how.

Conviviality, sharing, comfort, these are the keywords which have driven Roberto and Ludovica Palomba in the latest modular sofa projects for Poltrona Frau. Let It Be sofa, comfortable, lounge, taking inspiration from the triclinio, a bed used by ancient romans while lying down drinking and eating. An extremely modern sofa produced with a great attention to details, in which it is clear the extraordinary italian craftsmanship expertise, that stands out for uniqueness and its great value. A light structure with feather pillows so soft that seem suspended on leather belts, shelves and storage units to create endless combinations configuring a multi-purpose space to live it following your own rhythm.

The talk proceeds with a dynamic rhythm. Palomba explains how every project has to follow a continuous enhancement, in order to offer an authentic service to people, because if the product doesn’t work it means that designers didn’t make a good job. The magic of upholstered is that is not possible to design it, you must do it in the modeling lab. The technician and the designer have to work along to make a prototype of an upholstered and define all details which will make unique that project. “Between designer and company there is an open dialogue, a common feeling giving coherence to both tradition and freedom of expression. We create with quiet, and a mystic attitude.”

The creative process is one of the most beautiful and mysterious experiences, Coropulis continues saying, different ideas merge together to create a product that is a mean for spreading brand’s values. We want to exalt the uniqueness coming from many voices, following always a common fil rouge. For this reason, showrooms are a critical part of this experience, they are the physical place in which every story can be told enclosing all details, production techniques and the value guaranteed by who makes himself the interpreter of that story.

Nowadays, digital becomes an important mean to communicate brands’ story, the designer is a spokesperson, like an influencer, of brand’s message, he launches trends and interprets design. Palomba says further: “Digital is a way of empowerment of mean, the creator, his mind must to stay analogical.” A contemporary opportunity that has to be taken, managed and integrated with coherency with the brand’s strategy. Social Media are spaces that creates the opportunity of immediate relations with customer, getting more in general every stakeholder closer to the brand’s identity.

Gianluca Mollura closes the talk saying: “Every brand has a unique story to be told. Digital is the mean to tell about it, to let people know values, the tradition and the culture of the company. Behind the scenes, the craftsmanship and everyday story are fundamental and for this reason they have to be shared to create value.”

Read our interview with Roberto Palomba

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