The vignettes in this Soho townhouse range from this peaceful windowside—featuring Poliform’s Bristol sofa, Home Hotel desk/console and Play pouf—to areas designed for mingling in style.
With roots reaching back to an artisanal design studio in 1942, Milan-based Poliform has evolved to become an international force in interior design. Their offerings are notionally organized around the concept of the “Poliform Home.” So what better way to showcase them than in a home setting—specifically a luxury townhouse at 74 Wooster Street. “It wasn’t until walking through the Joseph Vance Architects-designed space we knew exactly what we wanted to communicate,“ said Poliform USA’s Kevin Woodard, who was involved with the project’s execution. “The home was a perfect blend of modern lines, warmth and timeless elegance—the same that Poliform strives to bring to every client project, big or small.”
“We work with so many different designers and architects that specify the furniture in so many different ways,” explained Woodard. Thus, they do not always see how many of their pieces relate to one another outside a showroom. “So 74 Wooster was a good case study for us to see what works and what doesn’t.”
The results are spaces geared toward needs from quiet relaxation to enthusiastic entertaining. “For many years Poliform had a ‘My Life’ campaign,” explains Woodard, “which said a lot about the emotion of the brand.
The founders always wanted to create a collection that everyone could make their own.” So what kind of party guests does Woodard imagine perching on the poufs and clustering on the sofas? “Given the townhouse is in SoHo, and it has such great walls for art, I see it as a perfect collector’s house—hosting parties for the art world glitterati,” suggests Woodard. “Hopefully I can get on the list!”
Though the scope of the project was about Poliform’s extensive furniture lines, Woodard says they could have made even more design dreams come true. “74 Wooster was a furnishing project, but the full Poliform interiors range from closets to kitchens and furniture,” Woodard notes. “We would start with kitchens, closets, and all cabinetry to set the bones of the house before moving on to the furniture.” Ideally, Woodard sees the townhouse topped off with a Poliform kitchen and “dream walk-in closet.”
But how do the pieces that did make the display reflect Poliform? “The founders and company are naturally part of the history and fiber of their region in Italy, and I think this comes through in the furniture,” observes Woodard. “It’s something Poliform has retained since even as it evolved to offer today’s much larger collection at over 800 points of sale worldwide.”
In describing the Poliform aesthetic, Woodard once again emphasizes modern lines, warmth and timeless elegance. For example? “I love how the Bristol sofa is perfect in the space and used in different ways. It can be an inviting lounge sofa for the media room, a more tailored sofa for the living room, or sexy chaise for the rooftop lounge.” Yet he reiterates the company’s long-held “My Life” philosophy, noting that one client’s Bristol need not be exactly the same as another’s. “Between changing cushion styles or adding or removing feet, one can always put their own stamp on this sofa to make it uniquely theirs.”
“I see it as a perfect collector’s house, for the art world glitterati.” —Kevin Woodard