Poltrona Frau Unveils ‘True Over Time’ Collection in Milan, Celebrating Authenticity and Design Longevity at Palazzo Gallarati Scotti
Milan, May 7, 2026: On the occasion of Design Week, Poltrona Frau has unveiled its new “True Over Time” collection at its flagship store located at Via Manzoni 30. Set within the historic Palazzo Gallarati Scotti, the store has been entirely reimagined to present a visual narrative centered on authenticity as both an aesthetic and existential vision. The installation explores how the company’s defining principles are revealed through the passage of time, emphasizing a philosophy that transcends mere physical durability, Poltrona Frau said in a press release.
Nicola Coropulis, CEO of Poltrona Frau, commented on the vision behind the launch: “With the 2026 collection, we aim to highlight the importance of authenticity as a core principle of the company. An authenticity embodied in our design’s ability to remain true to itself, preserving and conveying its meaning over time. We believe the durability of our products is not merely physical—rooted in the strength of materials or the precision of craftsmanship but also lies in their ability to evolve over the years without losing modernity, beauty, or functionality. ‘True Over Time’ expresses the idea that the most authentic luxury lies in choosing furnishings that do not age, but rather gain value—enriched by stories, emotions, and memories. Reflecting lived experiences that make them increasingly precious, personal, and unique.”
The spatial narrative, translated by Studio Brigolin Baschera with styling by Simona Cremascoli, utilizes the various spaces of the flagship store to evoke historical memory while projecting into the future. A central element of the design is the dima—the template used to cut upholstery—which serves as a symbol of the “intelligence of the hands” that defines the brand’s production. These original templates of Poltrona Frau icons have been reproduced as large decorative panels, adorning the salon walls like sculptural bas-relief artworks finished with a tactile, ceramic-like coating.
Throughout the exhibition path, curated texts explore themes of time and authenticity, while “Seeds”—brief anecdotes and micro-stories—reveal unexpected facets of the Poltrona Frau world. The showcase also highlights office furnishings that balance functionality with wellbeing. In the main courtyard, a large teak platform evoking a ship’s deck serves as the stage for the MC72 collection by Studio Paolo Ferrari. Created by the Custom Interiors Business Unit for yachting environments, the collection is framed by a mirrored backdrop and LED walls displaying imagery of marine gestures.
The reimagined flagship store invites visitors to explore the details, craftsmanship, and philosophy that define the brand. By blending masterful craftsmanship with a forward-looking narrative, the “True Over Time” installation establishes the store as a space of beauty and discovery, where furnishings are presented not just as objects, but as containers for lived experience, the press release added.
