The tenth edition of Dubai Design Week is the best time for Poliform to present its monobrand in the Emirati city. A space whose architecture is both austere and unconventional, designed to become one of the city’s landmarks. It is located on Jumeirah Beach Road, the main thoroughfare of one of Dubai’s most prestigious areas, a stone’s throw from the Persian Gulf and the private islands that have been built off this stretch of coastline. Jumeirah represents an ideal of urban living, rich and diverse, with a variety of cultural and commercial attractions, as well as exclusive residences. The promenade of Jumeirah Beach Road becomes a path of inspiration in this unique atmosphere.
Poliform Dubai was born with the same principles, to be a place to be inspired, enveloped and fascinated by its story of living. From the very architecture, it reveals its refined and highly contemporary appeal: a parallelepiped developed on three levels, punctuated by a play of solids and voids and the alternation of straight and curved lines.
On the ground floor, the large windows culminate in a rounded corner, creating a dialog between the exterior and the interior, making the scenography of the spaces and their layout immediately accessible. The curvature of the glazing is continued on the upper floor, where the façade rises vertically in a ‘wave motion’ that is interrupted on the third floor to give way to a striking terrace open to the sea.
The architectural concept enters into a dialogue with the entire landscape, in a discreet homage to the softness of the sand dunes, the soothing rhythm of the sea, the warm colors of the earth and the infinite perspective of the panorama. The same refined expressiveness continues inside the showroom, among the many settings in which the brand’s proposals unfold, recreating the ideal of a comfortable, familiar and elegant home. In particular, the interior design project is inspired by Qatari villas, where the traditional layout is divided into three corridors: the central, higher one, for the living and social areas, and the two side ones for the service areas.
The Poliform store evokes the same division, taking advantage of the different heights (both on the ground floor and on the upper floor) to enliven the space and create an intriguing play of light and shadow, aided by the vertical elements that delimit the corridors – a series of slats placed in front of a backlit wall, a strip of light that rhythms the space. The element that connects the different floors is a dramatic staircase that occupies the central part of the hallway facing the bay, allowing a direct view of the sea. This leads to the third floor, which offers a complete living space with an open kitchen that opens onto a large terrace.
In this ‘en plein air’ dimension, the numerous furnishings of the new Outdoor Collection are arranged, the result of collaboration with designers Jean-Marie Massaud, Emmanuel Gallina, Marcel Wanders and Soo Chan, who have reinterpreted the Poliform lifestyle for outdoor living through a rich proposal of upholstered furniture, seating, tables and complements that combine careful material research with the unmistakable comfort and style of the brand.
Poliform’s collections for the living room, bedroom and kitchen are distributed across the three levels of the showroom, creating a continuous dialog with the space and architecture. The large upholstered systems, such as the Mondrian, Brera and Bristol sofas, take advantage of the ample space of the central aisles to express themselves in large and articulated compositions.
Meanwhile, on the sides, the Architectural Systems show their versatility in an overview of compositional elements intended for both living and sleeping areas. The protagonists here are the Ego, Cover, Match and Wall System systems, up to the new Surface boiserie, presented in all its aesthetic possibilities – light and dark wood, ‘print’ effect and fabric finishes – for covering walls, cabinet backs and partition elements, to create a sophisticated aesthetic continuity between furniture and architecture.
Kitchens, the company’s flagship, are represented in the store by the Alea Pro and Artex models: open to the living areas, they complete the settings, testifying to the new trends in home living that place the kitchen at the center of both domestic conviviality and rituals of conviviality.
All around, complements and furnishings designed by the great names of international design such as Jean-Marie Massaud, Emmanuel Gallina, Marcel Wanders, Flaviano Capriotti. Proposals united by soft, muted finishes and colors that, in addition to reflecting the brightness of the place, respond to the canons of lightness and harmony of the brand’s style. All of them, above all, are linked by a recognizable lifestyle that identifies Poliform’s corporate identity, encapsulated in the concept-slogan of “timeless elegance”.
