Location: FIORANO MODENESE, Italy 3'000 sqm 2017
Client: Iris Ceramica SPA
Type: Retail

The new Iris Ceramica showroom designed by Area-17 aims to establish a consistent and distinctive visual identity, expression of all the group’s varied collections and languages. 

The strong characterization of the architectural shell is rooted in a deep reconsideration of relational and reception areas. They become the key aspect of the new concept, as a strategic mean to strengthen the brand through relationships with its clients. Reception, lounge bar, meeting area, technical area, and offices are combined inside the “clubhouse”, a separated and yet permeable space conceived as a relational and functional junction among exhibition areas. Adjustable louvers outline its perimeter; they allow a flexible management of openings, not only visually but also in terms of itineraries towards the areas located around this core.At the opposite side of the area devoted to Iris Ceramica collection, it is the display of FMG products that underwent the deeper transformation. They are now collected in a sharp, solid volume that defines linear paths along which a client can move freely. The simplification of space focuses attention on products, thoroughly illustrated inside the “Casa FMG” through thematic settings and evocative full scale mood-boards. Finally, a promenade architecturale runs along perimetral walls, where a rarefied display places the right emphasis on Maxfine collections. Significant dimensions, airy volumes, simply outlined settings are disclosed behind sliding panels. They show products while working as architectural wings, according to a logic of clarity and exhibition effectiveness that is the hallmark of the whole project.

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China 2020

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BOLOGNA, Italy 360 sqm 2021

The Iris Ceramica Group Stand at Cersaie 2021 is designed by Area-17 Architecture & Interiors as a public square where visitors can safely meet in its wide, open spaces. Within this urban ecosystem, a few magic boxes interact with people. Moving through them, visitors discover variable views telling the brand’s core values that defined the company’s history and still inspire its future steps.

 

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SINGAPORE 90 sqm 2020

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FOSHAN, China 620 sqm 2021

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SALERNO, Italy 150 sqm 2020

Nestled on Southern Italy hills, this apartment is designed by Area-17 as a seamless space alternating opaque and transparent volumes, flooded by natural light. The idea of connectivity shapes a new interiors’ layout: the minimalistic cube of the kitchen opens on the dining and living area. The result is a refined yet casual environment, tailored on the family social life’s routine.

 

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SHANGHAI, China 240 sqm 2020

K&Irene is a jewellery brand of French heritage that recently opened its first store at Peninsula Hotel in Shanghai. Area-17 Architecture & Interiors designed a new retail concept enhancing the brand identity as well as oversaw the realization of the Shanghai boutique. As a precious piece of antique jewelry, the more you get closer the more the store reveals itself in a combination of sophisticated details.

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