MEET
AND
GREET
FLEXFORM advocates the
importance of a physical brand
experience in today’s digital age.
Like Flexform’s collection, the redesigned showroom goes beyond trends
and fads, making it possible for recently released designs to be presented
in the same interior as well-established pieces.
AFTER ALMOST 60 YEARS, Flexform has
remodelled its iconic corporate showroom
in Meda, near Milan. Flexform Design Center
coordinator Saul Galimberti – representing
the third generation of the founding family- talks about rethinking the showroom as
a hub and meeting place.
What new needs does Flexform’s remodelled
showroom meet? SAUL GALIMBERTI: The
core of the project was our determination to
make it more of a hub, a place for people to
meet. As a company, we felt that we needed
a permanent exhibition – along the lines of
our temporary stands at Salone del Mobile.
The showroom serves not only as a place for
displaying the broad Flexform collection; it’s
also a venue where we can organize work-
shops for our customers, architects, interior
designers and students.
We designed the original space in- There are different expectations now
- namely, that exhibition spaces should pro-
vide visitors with a total brand experience.
Our new showroom helps them to under-
stand all the values of our brand: contem-
porary design, consistency, and exceptional
quality and durability.
Words
JANE SZITA