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.

Featured

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FIORANO MODENESE, Italy 5'000 sqm 2018

The partnership between Area-17 Architecture & Interiors and Iris Ceramica Group continues with a renovation work that combines distinctive features of contemporary design with a great respect for what the brand means for its surroundings and the people living there. The refurbishment of the historic Iris Ceramica headquarters arises from two main needs: integrating the original building from the ’60s with the brand-new showroom’s volumes, and remodeling the interiors, which underwent a change in functions over the past decades. It also states the choice to consolidate a weighty brand identity and return it to employees and clients with a new, stronger visual image.

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CASTELLARANO, Italy 2'000 sqm 2018

For the restyling of the Italian Ariostea headquarters’ interiors, Area-17 drew inspiration from the brand’s core values: technological innovation and maniacal attention to detail. The 2'000 sqm office building occupies 2 floors, connected at both ends by double-height volumes providing wide perspectives as well as a visual and physical tie among spaces.

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BOLOGNA, Italy 360 sqm 2018

Iris Ceramica stand designed by Area-17 for Cersaie 2018 demonstrates the ability of interpreting contemporary spaces using the ceramic material in an unexpected way. This year, the inspiration comes from the latest trends in co-working environments, where new ways of interacting and doing business ask for new architectural languages.

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MILAN, Italy 210 sqm 2018

The new Jacob Cohen boutique opened in Milan in via della Spiga, at the very heart of the Fashion Quad. The new store is spread over 200 sqm and over two storeys, where Area-17 combined the richness of details to neat geometries of linear elements and surfaces, according to a color palette which deftly mixes deep blue, gold, and neutral shades of beige and browns, giving that sense of preciousness and laid-back elegance that has always been the brand’s hallmark.