Area-17 renews the Iris Ceramica and FMG Fabbrica Marmi e Graniti showroom for Cersaie 2017, the International Exhibition of Ceramic Tile and Bathroom Furnishings in Bologna.
The international architecture and design studio directed a wide-ranging restyling project, starting with definition of a clear, distinctive visual identity that would sum up and represent the particularities of each brand and all the Group’s different idioms.
Bold characterisation of the architectural wrapper inspired by a profound rethinking of the social spaces that are the fulcrum of the entire design, offering customers and visitors a comfortable, welcoming environment.
The reception area, lounge bar, meeting area, technical area and offices are all contained in a “clubhouse”, a circumscribed but permeable space where various exhibition areas come together. The adjustable slats defining its perimeter permit flexible management of openings on the visual and functional levels, leading into the spaces radiating outwards from this central core.
FMG Fabbrica Marmi e Graniti products are exhibited on the basis of net volume and definition of linear paths accompanying visitors in discovery of the collections.
The simplified reading of space focuses attention on the product itself, displayed in theme areas and full-scale mood boards in the “FMG House”.
An architectural promenade around the outer perimeter of the building, a rarefied exhibition underlining the peculiarities of MaxFine products: large sizes, airy volumes and evocative settings are concealed behind sliding panels that display products while at the same time acting as architectural backdrops, on the basis of the logic of clear, effective exhibition characterising the entire project.