Clear, definite lines, authentic materials, games of full and empty zones. This is the theatrical setting that welcomes the new creations of Poliform in the firm’s new campaign of communication. The inspiration comes directly from modernist architecture, its purity and rationality, reflecting unusual and surprising affinities with the furniture collections. Poliform’s products, with their elegant, minimal design and refined materials, fit perfectly into spaces, creating an atmosphere of harmony and purity. The first example of this vision is the Ernest system of upholstered furnishings and tables, designed by Jean-Marie Massaud, together with the Loai chairs by Stefano Belingardi Clusoni.

The new Poliform campaign is in line with novel cultural scenarios. The lifestyle is thus formulated in an unusual visual narrative: an extremely refined space, capable of welcoming and establishing dialogue with the urban reality in which it is immersed. Columns of travertine set the rhythm of the living area, allowing natural light to enter through the tall windows, underscoring the indoor-outdoor relationship.

In this setting, the design of the Ernest collection takes on new expressive force. Its modular and deconstructed volumes generate affinities with the dynamic, linear rhythm of the architecture, while the sinuous curved profiles soften the rigor of the composition. The main qualities of the system are summed up in a single image: functional versatility and extreme comfort.