“Porro is a company that has always tried to overcome its limits by moving, each time, with a different creative spectrum,” says designer Piero Lissoni, art director of Porro and the man behind a new space for the Italian design brand in Milan. After nearly 20 years on via Durini, Porro decided to shake things up, moving to a new, unexpected, distinctly architectural space on via Visconti di Modrone to develop a full immersion in Porro ideals.
Located between a secluded pedestrian street and a bustling thoroughfare, the showroom’s high ceilings and spaces across multiple levels allow the brand to implement its kitchen, bath, office, and living systems in architectural applications. Large industrial windows frame the showroom, where Porro creates complete, architectural and structured spaces using their shelves, cabinets, and storage systems, and furniture from dining tables to beds.
Piero simplified the showroom into a white box with the giant windows offering vistas out onto the city life and Porro’s designs adding dimension to the space. Across two floors, the staircase becomes a focal point of the space, with steps floating against a backlight stairwell. A white metal parapet lines the upstairs and allows dialogue between levels.
Although a little too polished and precise to feel like an actual home, in every other way the showroom creates a complete picture of what life with Porro can be. Maria Porro, head of marketing and communications, describes the space as “A true full immersion in Porro design, but also a meeting point with architects to develop new tailor-made projects together.” Complex, tailored systems give the spaces original and complete solutions for organization and style, creating conversation and drawing connections between Porro’s collections by some of the most coveted names in design through their exacting geometry, technological precision, and gorgeous finishes and materials.
“Porro Milano wants to be a very special place, where you can linger letting yourself be guided by suggestions, and each thing has its own unique story and is chosen with love as Porro furniture is: a space that lives in continuous transformation,” Maria says.
Accordingly, the Porro pieces are accompanied throughout the showroom with objects from Milanese designers and artisans that reflect and amplify Porro’s values of craftsmanship and purity of form. The accentuating designs include Golran carpets; Flos lamps; pictures, paintings, and ceramics by the Antonia Jannone gallery; sculptures from Archivio Alessandro Mendini; and Bruno Munari’s ancestor faces by Corraini Edizioni.
Furthermore, original clothes and stage costumes from the workshop SlowCostume and hats designed by the artisan Francesco Ballestrazzi fill the wardrobes. Bookcases and furniture are styled with blown Murano glass by Michela Cattai, wooden houses by Matteo di Ciommo, and art, design, and photography books by Skira.
The showroom opened the doors on its pristine new design on October 6, but many got a first look at the space in progress when the brand showcased its contemporary history with an immersive three-color installation by Sfelab during Fuorisalone this year.