The new Poltrona Frau monobrand store opens in Carrara: its monumental entrance made by Franchi Umberto marmi in Calacatta 900
Poltrona Frau launches its new monobrand store in Carrara, a city symbolizing Italian marble worldwide. This is a project that combines design, architecture, and manufacturing tradition of excellence, designed by architect Michele De Lucchi, one of the most authoritative figures in the international architectural scene.
The monumental entrance made of Calacatta 900 by Franchi Umberto Marmi make this space even more evocative and characteristic: as a true sculptural element, this entrance welcomes visitors emphasizing the dialogue between the natural stone’s purity and the contemporary elegance of the Poltrona Frau furnishings.
The new store, located near Franchi Umberto Marmi’s headquarters, in what is shaping up to be a true marble and design district, is not just an exhibition space, but a meeting place for design, craftsmanship, and materials, in the city that made natural stone its strongest identifying feature.
“We are proud to have contributed to this project, which celebrates Carrara marble in a contemporary and international way,” commented Bernarda Franchi. “Collaborating with an iconic brand like Poltrona Frau and Michele De Lucchi’s vision has been a unique opportunity for us to showcase the value of our material and our area.”
The project proves marble’s ability to depict the present, interacting with furnishings, lighting, and architecture, and affirms Carrara as a creative laboratory where tradition and innovation continue to meet.
“Marble has always been used in architecture and art, but its design today gives it new narratives and meanings,” continues Bernarda Franchi. “The monumental entrance of this space becomes the threshold and symbol of a dialogue between the history of Carrara and the elegance of Poltrona Frau.”
The use of marble in contemporary design today represents a language of great expressive power, capable of expressing an age-old material through entirely new forms, proportions, and functions. In this project, FUM’s Calacatta marble becomes not only an architectural element, but also a defining feature, connecting the location, tradition, and Italian artisanal excellence to an international and contemporary vision of living.
The Poltrona Frau monobrand store
Entirely designed according to the concept of the architect Michele De Lucchi, this space represents a place of excellence within which design, matter and contemporary planning are merged together. The store, besides being an exhibition place, acts as a narrative environment that interprets the essence of the brand through the sensitivity and design language of one of the masters of Italian architecture
“With the opening of our Poltrona Frau monobrand store in the heart of the Marble & Design District,” says Davide Biselli of Interninow, who was awarded Poltrona Frau Best Dealer in 2024, “we celebrate the relationship between the artisanal mastery of Frau leather and the centuries-old tradition of Carrara marble, creating a unique and immersive design experience.”
The new space is not just a showroom, but a true creative hub where architects, designers, and clients can explore materials, finishes, and custom solutions embodying the essence of Made in Italy through the excellence of Poltrona Frau and Interninow’s expertise in interior design and marble.
The new store is not just about display, but also about innovation and service. Inside the store, a materials library shows materials, fabrics, finishes and samples to support industry professionals, architects and interior designers, as well as final customers with a passion for design. It is a place where you can touch, design and experiment. Here, customization becomes an added value, offering tailor-made solutions and consultancy made to measure for every type of need.
