At the Salone del Mobile.Milano 2025, Potocco reaffirmed its creative direction and craftsmanship with "Flowing Through Shapes", an evocative design journey that merged refined architecture, product innovation, and immersive storytelling. Occupying Hall 11 - Stand L15 M10, the brand's latest mise-en-scène interpreted a dynamic concept that guided visitors through a curated path of indoor and outdoor living.
Sen, design by Chiara Andreatti.
Designed for the second consecutive year by Studio Binocle, led by Lorenzo Bini, and under the art direction of Chiara Andreatti, the stand unfolded across eight rooms characterised by flat and circular walls, contrasting textures, and gold finishes that set the tone for Potocco's sculptural and minimalist aesthetic.
The 2025 presentation highlighted both new launches and expanded collections, offering 'a living experience that crosses the boundaries between indoor and outdoor.' Among the novelties were the Pony lounge chair by Ukrainian designer Vladislav Tolochko, described as "a story of freedom, movement, and uniqueness… blending aesthetics and comfort," and the Pages bookcase by Studio Omi Tahara. The designer noted: 'With Pages, I wanted to express the feeling of lightness and continuity that comes with flipping through a book… bringing a sense of calm and harmony to the room, an invitation to slow down and appreciate the simplicity of the lines and materials.'
New indoor introductions included the Kyma table by Andrea Radice, whose swirling base evoked waves. 'I wanted to interpret the idea of stability in motion with Kyma,' Radice explained. 'The result is a table that fluidly dialogues with space: eye-catching, but without ever weighing down the surrounding environment.' Meanwhile, the E Claire collection by Ferriani.Sbolgi, combining ash wood and marble, took inspiration from the French éclair. 'The focal point is the interlocking joint… a soft but sculptural silhouette,' said designers Sara Sbolgi and Marco Ferriani.
On the outdoor front, Mario Ferrarini debuted the Solar armchair with teak armrests and technical outdoor padding. 'With the Solar seat, I wanted to create a chair that was welcoming in a discreet yet assertive way… able to adapt to the spaces and relationships that take shape there, providing comfort and conviviality,' Ferrarini said.
Additions to established collections included expanded Velis, Trousse, Syn, and Cut series, alongside Chiara Andreatti's new, smaller Sen sideboard and the outdoor Double L Glaze tables. Hanne Willmann's Jade tables also appeared in a striking new molten orange glass finish.
Through "Flowing Through Shapes," Potocco delivered an elegant dialogue between geometry, materiality, and emotional resonance, underscoring its dedication to blending aesthetic purity with functional design across all environments.
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Potocco
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