A preview of Frezza’s new showroom in Milan

During the 2026 Milano Design Week, from 21st to 25th April, Frezza invites the public to discover an exclusive pop-up inside Galleria San Babila, a space that will soon evolve into the brand’s institutional showroom in the city. Conceived as a meeting point for architects, interior designers and international professionals, the space offers an immersive experience into a company deeply rooted in design culture, research and creative innovation, while maintaining a strong, coherent and recognisable identity within the contemporary design landscape.

The new artistic direction by Benedetta Tagliabue

The partnership with Benedetta Tagliabue, an internationally renowned architect and founder of EMBT, marks a strategic turning point in Frezza’s evolution. Her appointment as Art Director reinforces the brand’s ambition to craft a consistent and distinctive design language, expanding its vision beyond the traditional office environment and opening new pathways into the hospitality sector.

The first chapter of this partnership is the creation of a temporary pop-up space, conceived as a preview of the permanent project EMBT will later design. The installation unfolds across the three levels that will define the future showroom: from a hospitality-focused concept hall dedicated to hotels and gourmet dining environments, to executive areas and shared spaces. Each floor expresses a coherent interpretation of professional spaces as fluid, hybrid and sustainable ecosystems.

The concept is guided by two complementary forces. On one hand, the local architectural heritage becomes a primary source of inspiration: the proportions and volumes characteristic of Palladio, Scarpa and Canova are reimagined as contemporary scenographic elements with a strong evocative power. On the other, the aesthetics of construction, reminiscent of an active worksite, play a strategic role. Though temporary, the pop‑up signals the beginning of a long‑term and structured presence in Milan. Partially revealed surfaces, technical lighting and creatively repurposed packaging materials tangibly express the idea of a process in motion, evolving toward a permanent destination.

Monica Armani for Frezza

Alongside Tagliabue’s artistic direction, the pop-up showcases Frezza’s new products designed by Monica Armani. This collaboration brings together refined materials and design solutions that enhance the spatial experience, transforming furnishings into elements capable of defining and elevating diverse environments.

The SABREE collection draws inspiration from the winds of the Sahara, where sand sculpted by the breeze becomes a metaphor for pure, lightweight forms: tables designed to encourage sharing, seating solutions that nurture creativity and sofas that turn moments of pause into meaningful inspiration. Every piece adopts a unified language that seamlessly fits into executive, lounge, residential and hospitality spaces, always maintaining its own identity.

Elegant and understated, the LASH chair recalls the soft, fluid movement of a fluttering eyelash. Inspired by the lightness of an imperceptible gesture, its wooden frame paired with a soft, enveloping upholstery creates a balanced dialogue between comfort and natural warmth. More than an object that simply occupies space, LASH becomes a discreet and reliable presence in both public and residential contexts.

The installation offers an exclusive opportunity to preview Armani’s collections and to explore how every element, from the volumes to the furnishings, acts as a continuous dialogue between heritage and contemporaneity, cultural roots and a renewed urban presence. A journey that reaffirms Frezza’s role not only as a producer of high-end furnishings but as an active interpreter of contemporary architecture.

From 21st to 25th April, Frezza’s pop-up at Galleria San Babila invites visitors to immerse themselves in a unique design experience: an opportunity to preview Frezza’s vision in a space where every detail has been carefully crafted to express the brand’s evolution.