In Carrara, the city that has been synonymous with marble around the world for centuries, a new beacon of excellence has recently been lit. Poltrona Frau, an undisputed icon of Italian design, has opened its stunning new monobrand store, a project that seamlessly blends the refined elegance of its furnishings with the raw majesty of natural stone. This masterpiece was brought to life under the masterful vision of architect Michele De Lucchi, one of the most respected names in international architecture. The event solidifies the unbreakable bond between exceptional manufacturing tradition and cutting-edge design.

The new Poltrona Frau flagship store, a true gem of design, is not located just anywhere. It is located close to the headquarters of Franchi Umberto Marmi (FUM), in the Carrara District, a hub for marble and design that the company itself has been able to shape with courage and vision. Under the leadership of Alberto and Bernarda Franchi, FUM went beyond the supply of raw materials. The company now acts as a promoter of a cultural and creative hub where marble is no longer just a resource but a medium for art, architecture, and innovation.

The Poltrona Frau monobrand store, designed entirely according to the concept of architect Michele De Lucchi, is much more than just a showroom. It is a narrative environment that interprets the essence of the brand through the sensitivity and design language of one of the masters of Italian architecture. Davide Biselli of Interni now, awarded Poltrona Frau Best Dealer in 2024, commented enthusiastically: “With the opening of our Poltrona Frau monobrand store in the heart of the Carrara District, we celebrate the meeting between the craftsmanship of Frau leather and the centuries-old tradition of Carrara marble, creating a unique and immersive design experience.”

The FUM Academy is a prime example of this process. This advanced training initiative draws internationally origin architects and young designers to Carrara, where they collaborate with top-tier tutors like Giuseppe Zampieri and Patrick Luth. This not only positions Carrara as a central hub for innovation but also fosters a rich dialogue between established masters and young talents, shaping the next generation of creatives.

The Open Sky Quarrel is another remarkable feature—an open-air vault that houses monumental works by artists like Kengo Kuma and Cino Zucchi. Here, stone breaks free from its primordial form to become a powerful medium of artistic expression, uniting its material nature with a contemporary artistic vision.

The monumental portals of the new Poltrona Frau store, carved from Calacatta 900 by Franchi Umberto Marmi, are a tangible embodiment of this philosophy. Beyond their structural purpose, these elements are authentic works of art that welcome visitors, orchestrating a sublime dialogue between the purity of the stone and the sophistication of the furnishings. As Bernarda Franchi highlighted, these portals have become "a threshold and a symbol of a dialogue between the history of Carrara and the elegance of Poltrona Frau," transforming marble into a defining element of identity, not just an architectural one.

The synergy between Franchi Umberto Marmi and Interni now, a design center that serves as the narrative soul of the Carrara District, further cements this evolution. Architect Davide Biselli of Interni now stated that the district is "an idea that unites the primordial strength of marble with the contemporary energy of creativity." This shared vision allows them to explore marble as a "living stone," investigating all its aesthetic and symbolic potential. With over 100 different types of stone, projects like Recovery Stone and Robotord demonstrate how FUM’s centuries-old expertise integrates with the most advanced technologies to create an immersive experience that moves 2from the quarry to the finished piece, from concept to installation.

In this context, the opening of the Poltrona Frau store is much more than a simple grand opening. It’s a powerful statement that elevates Carrara into a true creative epicenter where a glorious past and an ambitious future meet to forge new and fascinating paths in the world of design.