PORADA LANDS IN NEW YORK
Porada's first single-brand store in New York opens its doors, a highly significant event that marks a further step in the internationalisation of the brand, a protagonist of quality design made in Italy.
The location chosen to house the new showroom is in one of the most emblematic areas of the city, at 185 Madison Avenue in the NOMAD district, the beating heart of the Italian design district, a choice of positioning that further reinforces the brand's bond with the craftsmanship tradition that derives from its historicity.
Inside the showroom, which covers an area of almost 400 square metres, visitors can discover an exclusive selection of Porada's most iconic collections. Among the brand's highlights are the Infinity table, the Softbay bed, the Aria bookcase, the Ester chairs and the My Suite wardrobe. Each piece is designed to express the excellence of Italian design and craftsmanship, but that's not all: the showroom is also a place of innovation, where the latest models such as the Killian XL headboard bed, imposing and modern, equipped with integrated electrical sockets to meet the needs of a market increasingly oriented towards functionality and comfort, are presented.
The exhibition space is divided into ten distinct areas that simulate different zones of the home: living, dining and bedroom, each designed to tell the story of Porada's unique style through the layout and arrangement of the pieces. Every corner of the flagship store allows the visitor to grasp, at a glance, the quality of the materials and the philosophy of the brand, which aims to harmonise aesthetics and functionality, elegance and comfort. The choice of modern geometries and light volumes, partitions, frames and curtains creates an itinerary to be explored, an immersive and dynamic visit in precise synergy with the style increasingly adopted in the other flagship showrooms and for the Salone del Mobile stand.
‘To be in New York with our own space was something our father could hardly have imagined, despite being a man of great vision. Suffice it to say that he was among the very first inhabitants of Cabiate, our small town, to go to the United States in the middle of the last century,’ says Tiziano Allievi, Porada's managing director and youngest son of founder Luigi Allievi. ’It is a personal satisfaction for all of us, as well as a professional one.
The opening of the New York flagship store is an important step forward for Porada, which has always aimed to strengthen its presence in international markets. Since 2013, the year of the opening of the London showroom at Design Centre Chelsea Harbour, the brand has expanded its network, with recent openings also in Casablanca (October 2024, in collaboration with Divanya Luxury) and Paris (January 2022). The decision to open a direct single-brand store in New York confirms Porada's ambition to position itself in its target markets in order to respond to the current and growing demand for high-quality design.
‘Like all our flagship stores, this one in New York will become a hub for designers and architects to help them in their daily work, a reference point for the development of projects, a privileged place to meet customers,’ explains Mauro Nastri, Porada export manager, who continues: ‘We are increasingly convinced of how fundamental it is to be present in nerve centres that can help entire areas; intensifying sales in the American market is a goal that can also be achieved thanks to this new opening’.
From an aesthetic point of view, the showroom fully reflects the brand's philosophy: a space that evokes the warm welcome of a Porada home. An interplay of solids and voids rendered by the partitions between the individual areas, the metal frames and the curtains; material textures and warm colours combine with dark floors to create a harmonious contrast that highlights the products. Particular attention is paid to details, which enrich each room for a unique visual and tactile experience.
The opening of the single-brand store in New York is not only an achievement for Porada, but also represents further confirmation of the value of Made in Italy on the global scene, demonstrating how innovation and tradition can coexist perfectly, creating design solutions for homes all over the world.
Porada | Showroom New York
185 Madison Avenue 34th Street
NOMAD district
