Italian interior stalwarts Poltrona Frau have bought their strong design rigour to one of London’s most plush districts: Chelsea. Taking over a 500 sq m space on Fulham Road, the newest showroom is a fine example of grandeur.

Decked out in Pierre Grise marble from North Africa, the new flagship design is the brainchild of London-based studio BDP. Among the luxuriance stands pieces that never require an introduction by the likes of Jean-Marie Massaud’s to Roberto Lazzeroni, while the mix of marble, wood and leather are lowly lit to set a mood of warmth among a sense of design familiarity.

On the opening night the brand proved that artisanal craft is still at the heart of the business with a live show of the making of a 1919 chair. Starting from the frame which was being built on the basement floor, the deconstructed model was displayed with the springs and tools which make up the guts of the piece. Upstairs took place the next process of leathering up the iconic piece with Pelle Frau Heritage Deep Grey Leather – taken from the immaculate leather library that sits in a corner of the showroom. The model was created over the course of the evening and will be auctioned off at Christies.

The showroom has a powerful design pattern which is described as  ‘a high level of sartorial style, impeccable details, complex workmanship and a consolidated and wholly Italian savoir-faire.’ Other highlights in the space included their large moss green wall seen in many of their stores and a smokey grey glass installation at the back of the room, isolated within are structural poles which connect the two floors evoking a sense of mysterioussness between the levels.

The flagship joins the Poltrona Frau group showroom on St John Street and its opening is part of an ongoing global expansion which will see stores opening in Berlin, Johannesburg and various Chinese cities in 2016.