INTERIOR LANDSCAPES

The Flexform concept for the event reflects the idea that design furnishings – whether intended for use indoors or outdoors – are an integral part of visual as well as emotional landscapes dense with a variety of nuances.

Visitors are invited to explore the two installations in Milan – at the flagship store in via della Moscova 33, where the indoor collection will be on display, and the nearby Chiostro Sant’Angelo, that will be hosting the outdoor collection – to experience the new products as well as the surroundings in which they are presented.

Each piece becomes part of a domestic landscape that encompasses the spaces, emotional content and aesthetic atmosphere.

The showroom installation combines materials, fabrics and natural fibers with product images and digital videos, engaging visitors in a perceptual experience that dissolves the boundary between physical and digital reality.

Presentation of the new indoor collection also maximizes one of the brand’s fundamental values – the confluence of artisan craft and design, and the inseparable connection between tradition and innovation. Distinctive traits that guide every Flexform design project. A language that runs like a slender thread through all the collections, weaving the different pieces into a recognizable whole, including the new outdoor collection, debuting this year at the Chiostro Sant’Angelo, in the piazza of the same name, just steps from the showroom. Not an artificial scenography but a backdrop that amplifies the sense of the project, thanks precisely to its deep ties with an architectural vision akin to that of Flexform. Designed by Giovanni Muzio, one of the great virtuosos of Milanese architecture from the 1920s-1940s, the cloister is a perfect synthesis of his language, a syntax formed of positive and negative space and discreet proportions. Precisely in this subtle balance between simplicity and the sophisticated construction of space, Flexform finds its own reflection. As in the architecture of Muzio, also in Flexform, there is nothing in excess, nothing that does not serve a specific purpose. Every line, every material is designed for long-lasting durability, to traverse trends and fashions without being subjected to them.