Showhouse clubhouse: Reinventing the showroom

FIORANO MODENESE, Italy – Why is it that showrooms – designed for people – are often such empty, unwelcoming spaces? The result is as unsatisfactory as seeing clothes on a perfectly sized and proportioned mannequin, as opposed to actually touching the fabric and trying the fit.

Architecture and interior design studio Area-17 departs from this indifferent passivity by rethinking social spaces for the Iris Ceramica and FMG Fabbrica Marmi e Graniti showroom. Shifting focus from products to people, the fulcrum of the interior design is the integration of reception, lounge bar, meeting area and offices within a ‘clubhouse’ – a permeable exhibition space that overlaps with the functional areas. Adjustable louvres define rather than circumscribe the perimeter, allowing for a visual and functional fluidity between the different spaces.

The Iris Ceramica and FMG showroom is featured in Frame 122, out on 1 May 2018, where Area-17 partners Francesco Scanu and Frederico Gigetti discuss how the space encourages visitors to take a more active role in discovering the various collections. The showroom serves as both infrastructure and exemplification: empowering visiting architects and designers to customize the brand’s products according to their needs.

From residential and commercial to industrial architecture, the possibilities of Iris Ceramica and FMG’s porcelain products are yours to discover.

Location Via Ghiarola Nuova, 119, 41042 Fiorano Modenese MO, Italy

More from this issue

Frame 122

Analysing the winners of this year’s Frame Awards, the May/Jun issue of Frame reports how stores have become destinations, shows are achieving more with less, hospitality experiences bend genre and offices are prioritizing human-centric design.

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