Contract - December 2013 - (Page 55)
photography: tKtKtKtKtKtKtKtKtKtKKtKtKtKtK
immerse themselves in the company's culture by perusing books
on wall-mounted shelves or exploring nine video totems that present
words and images from the technical glossary of the company. Nearby,
a wall of overlapping pieces of leather offers a condensed sensorial
presentation of surfaces and colors.
From bourgeois to avante garde to populist
Deeper into the museum, the Vanity Fair chair, an icon of both
the company and Italian design, takes center stage on a bed of white
stones in the middle of a large central patio surrounded by glass
and bathed in natural light. The designers present the history of the
company in a series of lantern-like towers-approximately 13-, 20-,
and 26-feet tall-made of wood and fabric and lit from within. Each
tower houses a vignette "that separates the products by decade to
illustrate the taste of each time," says De Lucchi, "so that you can really
feel how tastes developed from the company's bourgeois beginnings
to the avant garde influences of later eras to the populistic styles of
the last decade."
Amid this magical atmosphere, light fixtures from each era
illuminate eleven icons of Poltrona Frau one by one-from Chester to
Juliet chairs, arranged in fluid chronological sequence-from 1912 to
today. On the opposite side of the museum, a showcase of original
documents, postcards, advertisements, catalogues, sketches, and
designs illustrate the story of the company.
In the final section of the museum, rooms highlight ten notable
interiors that showcase the company's products, including the Walt
Disney Concert Hall in Los Angeles by Frank Gehry, the Auditorium
Parco della Musica in Rome by Renzo Piano, and the Forum Building
in Barcelona by Herzog & de Meuron. Other exhibitions in this section
focus on the company's leather upholstery in cars, yachts, airplanes,
and helicopters, as well as its projects for top international businesses,
such as Ferrari, Maserati, Lancia, Pershing, and Etihad Airways.
The museum is testament to "our history and our brand values
of tradition, craftsmanship, and handwork-or what we call 'the
intelligence in our hands,'" says Roberto Archetti, Poltrona Frau's brand
manager. "Michele De Lucchi has created a very elegant and intimate
atmosphere, which is perfectly coherent with the brand." It also lays
a substantial foundation of inspiration for the company's future. c
contract
Table of Contents for the Digital Edition of Contract - December 2013
Contents
Contract - December 2013
https://www.nxtbook.com/nxtbooks/contract/201405
https://www.nxtbook.com/nxtbooks/contract/201404
https://www.nxtbook.com/nxtbooks/contract/201403
https://www.nxtbook.com/nxtbooks/contract/iida_red2014
https://www.nxtbook.com/nxtbooks/contract/201401
https://www.nxtbook.com/nxtbooks/nielsen/contract_201312
https://www.nxtbook.com/nxtbooks/nielsen/contract_201311
https://www.nxtbook.com/nxtbooks/nielsen/contract_201310
https://www.nxtbook.com/nxtbooks/nielsen/contract_201310_v2
https://www.nxtbook.com/nxtbooks/nielsen/contract_201309
https://www.nxtbook.com/nxtbooks/nielsen/contract_20130708
https://www.nxtbook.com/nxtbooks/nielsen/contract_20130708_neocon_supplement
https://www.nxtbook.com/nxtbooks/nielsen/contract_201306
https://www.nxtbook.com/nxtbooks/nielsen/contract_201305
https://www.nxtbook.com/nxtbooks/nielsen/contract_201304
https://www.nxtbook.com/nxtbooks/nielsen/contract_201303
https://www.nxtbook.com/nxtbooks/nielsen/contract_20130102
https://www.nxtbook.com/nxtbooks/nielsen/contract_201212
https://www.nxtbook.com/nxtbooks/nielsen/contract_201211
https://www.nxtbook.com/nxtbooks/nielsen/contract_201210
https://www.nxtbook.com/nxtbooks/nielsen/contract_201209
https://www.nxtbook.com/nxtbooks/nielsen/contract_ncw_201208
https://www.nxtbook.com/nxtbooks/nielsen/contract_201208
https://www.nxtbook.com/nxtbooks/nielsen/contract_201206
https://www.nxtbook.com/nxtbooks/nielsen/contract_201205
https://www.nxtbook.com/nxtbooks/nielsen/contract_201204
https://www.nxtbook.com/nxtbooks/nielsen/contract_201203
https://www.nxtbook.com/nxtbooks/nielsen/contract_20120102
https://www.nxtbook.com/nxtbooks/nielsen/contract_20111112
https://www.nxtbook.com/nxtbooks/nielsen/contract_201110
https://www.nxtbook.com/nxtbooks/nielsen/contract_201109
https://www.nxtbook.com/nxtbooks/nielsen/contract_2011neoconwinners
https://www.nxtbook.com/nxtbooks/nielsen/contract_201108
https://www.nxtbook.com/nxtbooks/nielsen/contract_201106
https://www.nxtbook.com/nxtbooks/nielsen/contract_201105
https://www.nxtbook.com/nxtbooks/nielsen/contract_201104
https://www.nxtbook.com/nxtbooks/nielsen/contract_201103
https://www.nxtbook.com/nxtbooks/nielsen/contract_20110102
https://www.nxtbook.com/nxtbooks/nielsen/contract_20101112
https://www.nxtbook.com/nxtbooks/nielsen/contract_201010
https://www.nxtbook.com/nxtbooks/nielsen/contract_201009
https://www.nxtbook.com/nxtbooks/nielsen/contract_20100708
https://www.nxtbook.com/nxtbooks/nielsen/contract_201006
https://www.nxtbook.com/nxtbooks/nielsen/contract_201005
https://www.nxtbook.com/nxtbooks/nielsen/contract_201004
https://www.nxtbook.com/nxtbooks/nielsen/contract_201003
https://www.nxtbook.com/nxtbooks/nielsen/contract_20100102
https://www.nxtbook.com/nxtbooks/nielsen/contract_200911
https://www.nxtbook.com/nxtbooks/nielsen/contract_200909
https://www.nxtbook.com/nxtbooks/nielsen/contract_200910
https://www.nxtbook.com/nxtbooks/nielsen/contract_200908
https://www.nxtbook.com/nxtbooks/nielsen/contract_200907
https://www.nxtbook.com/nxtbooks/nielsen/contract_200906
https://www.nxtbook.com/nxtbooks/nielsen/contract_200905
https://www.nxtbook.com/nxtbooks/nielsen/contract_200904
https://www.nxtbook.com/nxtbooks/nielsen/contract_200903
https://www.nxtbook.com/nxtbooks/nielsen/contract_200902
https://www.nxtbook.com/nxtbooks/nielsen/contract_200901
https://www.nxtbookmedia.com