Alf Group opens the first Alf DaFrè and Valdesign flagship store in Milan, right in the city center.
70 Years of Italian Expertise
This is a very significant step in the journey of the group based in Francenigo di Gaiarine (TV), which for more than 70 years has been designing and producing in its factories furniture and day and night systems signed Alf DaFrè and sophisticated kitchen systems under the Valdesign brand.
The idea of interacting with the design world by investing in a major single-brand showroom in Milan is a project that has matured over the years. Offering the international public “in the city of design” the opportunity to get to know and experience in a real way the variety of solutions, technical quality, and the beauty of colors and finishes that belong to the group’s know-how, over time became a concrete need.
The Two Soul of the Brand in 800 Square Meters
The quest for the ideal location to showcase the Alf DaFrè and Valdesign collections favored an 800-square-meter space in an elegant 20th-century building overlooking Via Rugabella and Corso di Porta Romana.The integral transformation project, signed by architect Bruna Vaccher, contributed to the urban redevelopment of one of the city’s most vibrant historic corners.
The new flagship store is an airy, light-filled space that, thanks to its natural division into two distinct parts separated by the building’s entrance hall, is the perfect place to welcome inspirations and compositional solutions that embrace different shades of living.
The large windows on the street suggest a symbiosis with the city. The colors of the interiors look to the neutral hues of Milanese facades and the particular pinkish note of the nearby Torre Velasca, a nuance that also refers to the Venetian architectural tradition.
The harmony between the two souls of Alf Group – the link with the artisanal roots of the territory and the aptitude for design grown also thanks to the collaboration with international designers – represents the essence of the project. Guests are welcomed into enveloping settings in which Alf DaFrè furniture and systems dialogue with Valdesign kitchens in a free, sometimes unexpected way. Different moods – linked together by a common idea of elegance, functionality, and comfort – are well matched by the presence of GT Design carpets and Panzeri lighting fixtures.
The important dimensions of the space allow people to experience the wide range of day and night proposals, materials and technical details, and ingenious solutions that make it possible to create a closet, a small laundry room, a home office space, or a toilet corner behind a closet door.
“The opening of the first Alf DaFrè and Valdesign flagship store in a square like Milan has been a project in the air for a few years. This double space enchanted us for its size and atmosphere, perfect to tell in Milan the soul of our work, an expression of made in Italy in the world. It was a testing ground for which our entire team of more than 300 collaborators worked hard, fine-tuning increasingly curated collections, the result of our technical ability and our almost maniacal approach to beautiful and well-made products,” says Maria Cristina Piovesana, President of Alf Group.