Poliform brings a distinctly Italian way of living to London

There is something particularly London about Wigmore Street. Sitting between Mayfair and Marylebone, it combines the grandeur of the West End with the quieter rhythms of a neighbourhood: handsome façades, generous windows and, behind them, rooms that reveal themselves gradually. It is this character that Poliform has looked to for the redesign of its London home.

At 51-61 Wigmore Street, the Italian design brand has completely reimagined the interiors of its monobrand showroom. Rather than treating the space simply as a backdrop for furniture, the new design borrows from the language of the surrounding architecture – symmetry, large windows and a certain residential intimacy – to create something closer to a sequence of rooms.

Across two floors, kitchens give way to dining areas and living spaces; more intimate corners encourage lingering, while bedrooms and walk-in wardrobes complete the transition from showroom to imagined home. The effect is deliberately domestic. Poliform’s collections are encountered not as isolated objects, but as parts of a larger landscape for living.

It is a fitting approach for Wigmore Street, long associated with interiors and craftsmanship and today at the centre of London’s kitchen and design district. Here, Poliform’s particular strain of Italian refinement meets a rather different architectural tradition: the proportions and restraint of Marylebone.

The kitchen is given particular prominence. Artex Pro, Phoenix and Alea Pro appear in generous configurations across both street and lower-ground levels, with islands, corner arrangements and informal counters creating spaces intended as much for gathering as cooking. Their scale brings an architectural quality to the interior, allowing cabinetry and surfaces to define rooms rather than simply occupy them.

From there, the mood softens. Dining settings lead into living areas arranged around conversation and comfort, before the showroom moves towards the more private territory of the bedroom. Scenic walk-in wardrobes frame the sleeping spaces, completing the sense of progressing through a fully realised residence.

That sequencing is important. Poliform has long worked across the entire home – from kitchens and storage systems to furniture and wardrobes – and the redesigned London showroom brings those different disciplines together. A material, proportion or line introduced in one room can reappear elsewhere, creating visual continuity without requiring everything to match.

It also makes the showroom an interesting study in translation. Poliform’s aesthetic remains recognisably Italian – precise, understated and attentive to material – but here it has been placed in conversation with its surroundings. The large windows connect the interiors to the movement of Wigmore Street, while inside, quieter spaces offer a counterpoint to the city beyond.

The result is less about recreating an Italian interior in London than allowing the two sensibilities to meet. Marylebone supplies the rhythm and atmosphere; Poliform supplies the objects, materials and architectural framework. Together, they make a persuasive case for the showroom as something more than a place to browse – a temporary home in which to imagine another way of living.

Discover Poliform London at 51-61 Wigmore Street, London