Flexform is more than just a furniture brand; it represents a “life project” that embodies the legacy and philosophy of family. Two weeks ago, we introduced new products at Milan Design Week, and Korea is the first market where the new collection is launched. We view Seoul as a challenging market with great potential.
Giuliano Galimberti, Chief Executive Officer (CEO) of Flexform, said during an interview with ChosunBiz at the Infini flagship store in Cheongdam, Seoul, on the 22nd that Flexform launched its new product collection for Milan Design Week 2025 in the Korean market for the first time.
Flexform was founded in 1959 in the Brianza region of northern Italy by the Galimberti family. It is characterized by restrained elegance and functionality. Under the philosophy of ‘Made in Italy,’ all products are manufactured locally in Italy. The brand is well-known for its craftsmanship and high-quality details through premium materials.
CEO Galimberti is the third generation of the founding family of Flexform and currently oversees export sales. He noted, “Family members are responsible for various institutional sectors of the company, and among them, I am in charge of export sales,” adding, “Flexform exports about 80% of its total production to over 80 countries, and coming to Korea is part of that extension.”
He also stated, “In Italy, family businesses symbolize legacy, tradition, and responsibility,” emphasizing, “Continuing the company founded by my parents and relatives is not just a job, but a responsibility and pride. It is not a simple profession; it is part of life and, therefore, a driving force that allows for deep immersion.”
Flexform furniture is chosen by the world’s top luxury hotels. Aman New York, Bulgari Hotel Paris and Tokyo, Ritz-Carlton Residence Miami Beach, and Dubai Edition have incorporated Flexform furniture into their hotel lobby lounges and rooms.
In particular, in the Italian mainland, the Pasalacqua Hotel is decorated with Flexform furniture. The Pasalacqua Hotel is located near Lake Como in northern Milan, Italy. It was ranked first in the list of the world’s 50 best hotels selected by the British media company William Reed’s “50 Best” last year. Although it opened in June 2023, the building itself is a historic site built in the 18th century, where French Emperor Napoleon Bonaparte (1769-1821) and British Prime Minister Winston Churchill (1874-1965) stayed. Flexform’s Alfred sofa, Fly coffee table, Lisandre armchair, Guscio sofa, and Riviera side table are featured here.
CEO Galimberti remarked, “Flexform is fundamentally a brand for living spaces,” while noting that “due to the durability, quality, and design of the products, it is also suitable for commercial spaces such as luxury hotels and restaurants.” He continued, “We do not create separate products for corporations in business-to-business (B2B) sales; we use the same products that are sold to the general consumers,” expressing pride that the same products are used from the highest-end hotels in New York to individual customers.
Flexform’s products are led by Italian designer Antonio Citterio, a world-renowned architect and industrial designer. Citterio is credited with designing Bulgari hotels around the globe, the Mandarin Oriental Hotel in Milan, and the Badrutt’s Palace Hotel in St. Moritz, actively incorporating Flexform furniture into his interior work, infusing artistry and refined elegance throughout the spaces.
Citterio has been deeply involved in the design of Flexform furniture. The “Groundpiece” sofa, designed by Citterio in 2001, is a representative work symbolizing Flexform, featuring an innovative structure that utilizes the sofa’s armrests as shelves, along with offering depth options of 122 cm or 97 cm to suit the user’s lifestyle. This new structure has since been benchmarked by numerous brands.
Flexform launched new products in the Korean market through Infini. It is evaluated that the aesthetics of Flexform intersects deeply with Infini’s brand philosophy. Established in 1989, Infini is a high-end furniture company that has reflected on the relationship between people and design, based on a design heritage that encompasses both tradition and modernity. Through this collaboration, Infini introduces Flexform to the domestic market, presenting a sensuous and three-dimensional design collection.
An Infini official stated, “The new products being unveiled for the first time at the Cheongdam flagship store feature a design that breaks down the boundaries between indoor and outdoor, infusing organic flow into the space,” adding, “The concise silhouette, exquisite balance, and functionality and comfort that consider the user’s emotions will harmonize, presenting furniture as a ‘hub’ that connects spaces.”
With the launch of this new product, Flexform plans to solidify its position in the Korean luxury furniture market while broadly promoting Italy’s unique craftsmanship and design identity.