“Being in New York was a fundamental step for us,” said Maria Porro, Marketing and Communication Director at Porro. “We were looking for a partner with a strong focus on design, so for the last 5 years we have been working with West Chin Architects & Interior Designers, and were lucky enough to come up with the idea for a display space designed like an open-space home. It’s an original concept that has proved highly successful and which has now become even more far-reaching with the new showroom.”
West | Out East, with its glamour and high-end pieces, and its incredible variety of choice, is instantly captivating. A full immersion in best design with pieces by historic international firms such as Expormim, Fredericia, Kasthall and Gaggenau and exclusive brands channelling Italian “savoir-faire” which, as well as Porro and Living Divani – the most highly represented - include Riva 1920, Arper, Bocci, Fantini, Flos and Davide Groppi. “It is hard not to be attracted to Italian design when you’re passionate about modern architecture and design. I think my first exposure to it was in the late 1990’s, Italian design is so appealing because the design talent combined with ingenuity and technology allow for clean and elegant lines in pieces that are very functional and comfortable,” commented Mr. Chin.
The space is doubly fascinating because of its particular layout, which serves as a backdrop for the collections, making for a composite and scenographic venue, in which the walls that play host to furnishing systems (all by Porro) seem to vanish, allowing the furnishings to take on almost architectural values. “Designed like a real house to be brought alive by private dinners and meetings,” Maria Porro explained, “the new showroom is a series of unfolding spaces offering up a multitude of glimpses and changes of scene.” Carola Bestetti described it thus: “This splendid duplex, with its many daytime and relaxation settings suggestive of both a domestic and a contract world, ranging from hospitality to offices, offers valuable triggers for both ordinary people and the A&D world.”
A recent poll on expectations for the near future by the Sandow Media Company showed that 45% of American interior designers are looking not just for inspiration but for a sign of confidence in the future in products. The same poll also showed that a particular brand approach could also have a marked effect on post-pandemic purchasing. In this particular setting, the brands are showcasing their absolute stand-out catalogue gems, featuring new pieces as well as timelessly beautiful historic and modern icons, such as Gino Sarfatti’s 2097 lamp, Piero Lissoni’s Extrasoft sofa and Davide Groppi’s Japanese rice paper Moon suspension lamp.
As if to say that the Big Apple and Made in Italy can still make people dream.