In time for the busy September international design calendar, Flexform will be opening a new UK showroom in partnership with Interdesign. Located in Chelsea’s Design District, the Italian company’s in-house design team will transform the space into a distinctive setting for Flexform’s core business of sofas and armchairs, which will also be complemented by lamps, vases, rugs and other objects.

The showroom is largely geared towards the needs of architects and interior decorators, providing a direct dialogue that responds to the contract market and custom-made projects. And among the products on display will no doubt be many of the creations that Antonio Citterio has produced for the company, with the most recent, Feel Good, launched in Milan this year. Citterio’s work for the company, which includes the Groundpiece, Cestone and Lifesteel sofa systems, are some of Flexform’s best-selling pieces.

London is the latest destination for the company, which alongside Chicago, New York, Miami, Shanghai, Seoul, Milan, Tokyo, Taipei and Sao Paulo, sees it implementing a major new distribution plan that focuses on collaborations with key partners to create a series of Flexform Monoshops and Shops-in-Shops.