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.