Porro’s two-pronged attack on Shanghai

Paola Tisi

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24 NOV 2017
There were two big events going on in the world of Porro during the design week in Shanghai: the inauguration of a new flagship store and the brand’s second successive appearance at Salone del Mobile.Milano Shanghai

Particularly popular in Asia on account of its selection of 18 sophisticated types of wood and exclusive Storage line of wardrobes and closets, Porro comes to Shanghai with dual approach designed to boost the brand’s visibility. The first part of the plan is the decision to schedule the inauguration of a new flagship store during the design week. This mono-brand store features six display areas comprising both living areas and bedrooms, where simple lines are combined with sophisticated wood and shiny metal.

The store begins with the bedroom areas, where wardrobes, open cupboards and closet from the Storage line take centre stage. It is without doubt a high-impact approach to storage.

The standout pieces of the bedroom give way to the Storage Dressing Room and Boiserie closet area, from which visitors move into the walkway linking the sleeping area to the living room, where the bookcase, armchairs and side tables create a convivial space brimming with elegance and informality. There are plenty of areas for relaxation too, with the lounge chairs a real hit, while the dining room is all industrial, contemporary charm.

But that’s not all for the Italian brand, which has another mono-brand store in Beijing in addition to resellers in Nanjing, Hangzhou, Xiamen and Jiangsu. Porro is for the second successive year appearing at Salone del Mobile.Milano Shanghai, where it is showcasing the eloquent designs of Piero Lissoni: from Storage Boiserie to the Storage Battente wardrobe, with its interior in eucalyptus melamine and Block door in crystal, right through to the new Materic table. 

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