Always keen to stay on top of, and often even anticipating changes in lifestyles, Flexform is an Italian company that interprets the contemporary home as the natural space where everyone can finally be themselves, engaging in their favorite activities: relaxing, reading, watching TV, spending time with family, kicking back in comfort, surrounded by objects that exude understated elegance.
While staying true to its aesthetic design signature, Flexform expands its collection through a series of new products that reaffirm the company’s commitment to making products that transcend the bounds of time and fashion, authentic distillations of form and function.
Flexform is a family affair. Now in its third generation, Flexform was founded in the Brianza furniture manufacturing district in Northern Italy. In 1959, the Galimberti brothers opened an artisan workshop, called “Flexform di Galimberti.” It was soon followed by their first showroom where the sofas and armchairs on display found their way, in the postwar era, into elegant buildings in Milan, villas overlooking Lake Como, and even the foyer of the Teatro alla Scala.
Their children transformed the workshop into an industrial facility and, in 1967, incorporated it as Flexform S.p.A. The family’s perceptive insights led to the decision to partner with some of the leading designers of the time: Joe Colombo, Asnago-Vender, Cini Boeri, Rodolfo Bonetto and many others. During the same period, the company’s vision of corporate growth also included investing in a talented young architect-designer named Antonio Citterio, in a partnership that has continued, without interruption, for more than forty years.
“Talking about my relationship with Flexform means talking about a group of friends who have shared visions and experiences. It also means talking about a big part of my life, given the fact that we have been getting together for over forty years.” Antonio Citterio
Today FLEXFORM is shifting the brand’s narration from the quality of production to quality of life. From the product to the experience of the product. In short, “to turn a house into a home” is the sentiment the company wants to share with its audience. A totally updated range of channels that work in unison – print campaign, video, social networks, website, catalogues, trade fairs – contributes to convey the correct perception of the brand, to reach an ever wider, varied and international audience. The slogan Home at Last that guides all the communication today is a message that sums up the value of homecoming, as the arrival point of our day, but also the home seen as the dream of a lifetime.
“The design of a private home is the design of the client’s dream of a lifetime.” – Antonio Citterio