The FAB showroom project, designed by Area-17 Architecture & Interiors and launched in 2023, is conceived as a multifunctional space aimed at enhancing comfort and the quality of the visitor experience, while also highlighting the brand’s long-standing values of innovation, beauty, and sustainability. Users well-being takes center stage, thanks to the seamless connection between the showroom’s interiors and the surrounding greenery. “A project that finds its purpose in a bold, clear, and distinctive architectural vision, yet remains flexible enough to incorporate the company’s ongoing innovations.” Area-17 has translated Fiandre’s needs into a bright, dynamic, and adaptable space, designed to respond to different requirements by offering multiple layers of spatial interpretation. Innovation and technology are constantly intertwined at FAB. Through the ICG PLAY app, visitors can immerse themselves in an augmented reality experience, discovering the four beneficial properties of Active in a sensory journey. This engaging exploration showcases how this cutting-edge ceramic material can enhance the environment and the way we interact with it.