A large open space on two floors as the new destination for contemporary offices
Frezza inaugurates its new showroom at the .Ettore store, located just a stone’s throw from Treviso: in a 1,100 m² space divided on two levels, the brand displays its best products, ranging from timeless icons to a wide selection of novelties, among which is the Mux70 executive system, which was presented internationally at the 2024 Fuorisalone in Milan.
The opening of this new corporate showroom reinforces the brand’s image, while its spaces reflect Frezza’s view of the contemporary office as a hybrid place in constant evolution.
Even the choice of location has its purpose: the brand, in fact, chose to position itself in a strategic and easily accessible area near Treviso, within a out-and-out design hub owned by the Doimo family which runs the group.
The new showroom showcases Frezza’s indoor and outdoor proposals
The new Frezza showroom has been created as a new destination for contemporary offices, within one of Italy’s largest flat experience stores.
The showroom is spread over two levels, rhythmically marked out by small lounges and hybrid work areas. Inside, one can experience the brand’s numerous indoor and outdoor proposals: design solutions that aim to recreate a dynamic and creative workplace, where work alternates with socialisation.
The space starts en plein air with products from the outdoor collections: Yo Metal, Flamingo and Alplus Lounge.
An invitation to discover Frezza’s world which, on the ground floor, winds its way through different settings: executive offices, training spaces, lounge areas and a café.When entering the showroom, visitors are welcomed into a large lounge area furnished with the Vogue reception, accompanied by the soft, enveloping volumes of the Afina, Alplus Lounge and Radar collections, where the latter also includes the new Radar Lounge armchair, born from the collaboration with studio Claesson Koivisto Rune and first presented during the 2024 Fuori Salone.
A little further on, the executive office area – interspersed with small lounges – comes to life, featuring the Spike and Dr tables and desks and the new Mux70 executive system, designed by Stefano Boeri Interiors to pay homage to the company’s 70th anniversary.
The layout then moves on to the training room, where the Gradone modular system, together with Be.1 Mediawalk , C1.8 and Radar poufs interpret the space in a fluid and interactive manner, meeting the functional requirements of a place that can transform itself every day.
These areas also feature hybrid zones, characterised by dynamic customisable workstations and small spaces that provide acoustic and visual privacy, created by using the innovative Alplus System and Pal Room furnishing solutions.
A cafèis located in the centre of the showroom, featuring various Frezza products that are an expression of conviviality, such as the Yo Metal chair and Luca Nichetto’s Flamingo coffee table.
The mezzanine floor
The first floor features an operative area with several workstations, where versatile furniture such as Be.1’s Nomad table, pop meeting tables and pop Ad desks, Phylo bookcases and Pal Spina were chosen to create a harmonious yet functional open space. Here, Fedra, Alplus System and Alplus lounge create small hybrid and relaxation areas that meet the new workspace requirements.
To highlight Frezza’s extensive proposal in terms of customisation, the company decided to dedicate an exclusive space to its materials, providing a complete display of all available fabric, leather, faux leather and finish samples. Moodboards are also available in this space as an inspiration for interior design projects.
All these choices were made with a specific purpose in mind: design the Treviso showroom as a working and co-planning space dedicated to clients and architects seeking inspiration, with free direct and technical interaction with the company. In addition, this space also serves as a meeting place for hosting training courses, meetings and company conventions.
