Poliform rebrands to promote a strong, cohesive identity
Italian design stalwart Poliform has established itself as the ‘ultimate homes superbrand’ since its inception in the 1970s. Thanks to a new development in its branding, it’s ensuring that this message continues to be heard loud and clear, and felt internationally.
In 1996, the family-run business – based in Brianza, north of Milan – launched Varenna, its kitchen-specialist branch. Now, over two decades later, it has made moves to ensure that its brand is a cohesive, single, and strong one, by renaming Varenna ‘Poliform’.
‘We decided to converge into a single brand capable of best expressing the values and characteristics of a forward-thinking company,’ explain Poliform founders Alberto Spinelli, Aldo Spinelli, and Giovanni Anzani. The trio admit it’s a ‘brave’ decision, one that forms part of an ongoing brand development to ensure Poliform continues to compete with finesse on an international design stage.
During Salone del Mobile this April – the most significant week in the design calendar – Poliform presented its new kitchen variations at the 22nd iteration of EuroCucina, the biennial International Kitchen Exhibition and the world’s leading showcase for high-end kitchens. It marked the debut of the Poliform logo in a kitchen context and set the tone for what’s to come.
The company pitched a forward-looking ‘Shape’ concept – a kitchen model presented as an extension of the Poliform furniture brand. With extensive colour options and a wide range of available compositions, the Poliform kitchen is a moldable, bespoke space intended to meet all a user’s needs while working in harmony with the rest of the home, and allowing the client to drive the design.
Despite the diversity and versatility of the Poliform kitchen offering, there’s consistency of style, with a palette of exceptional materials employed throughout. The idea? As you upholster your Poliform furniture in the very best fabric, your kitchen should be finessed with as much care.
As part of Poliform’s cohesive approach, the brand creates extraordinary, functional kitchens which exist ‘in perfect harmony with the Poliform project of style; a coordinated and complete project that interprets furniture as a comprehensive experience’.