The new 550-square-metre showroom, next-door to Cassina, marks Flexform‘s first monobrand flagship in the city with street-level visibility. It used to have an 11th-floor space in the A&D Building on East 58th Street, which hosts B&B Italia and Poliform at ground level. Together, the showrooms have transformed the midtown neighbourhood into a destination for Italian design, rivalling Greene Street in Soho.

Known for its generously sized soft seating clad in neutral upholstery, and for its wood chairs and tables, Flexform is synonymous with classic minimalism. The new showroom organizes all of the brand’s bestselling products in stylish vignettes underneath boxy black fixtures that break up the recessed ceiling lighting and complement the lacquered bookcases, which double as space dividers. Each zone features a sectional, such as Groundpiece by Antonio Citterio (one of the company’s longtime collaborators) and Long Island, accessorized with small marble or wood tables and low occasional chairs. Table and floor lamps from Italian architect and designer Michele De Lucchi for Produzione Privata illuminate each living room-like setting.

Flexform NY is located at 155 East 56th Street in midtown Manhattan.