Light, permeability, comfort and beauty: the FAB Fiandre Architectural Bureau showroom in Castellarano has been extended, based on a design by Area 17, becoming a space to explore that reveals the brand’s identity and values.
Knowing how to give places a broader and more profound meaning, being able to assure visitors an authentic, engaging experience, consistently with the identity and values of Fiandre Architectural Surfaces. This is the new FAB Fiandre Architectural Bureau showroom in Castellarano, which following an in-depth extension and restyling project by Area 17 Architecture and Interior, for Cersaie 2023 will be inaugurating its new look, not only as an exhibition space but as a permeable, multi-purpose space for work, discovery and dialogue, where guests, partners and visitors can feel at home.
Fiandre, the leading brand in the production of porcelain stoneware solutions and an ally in high-profile international architecture projects, has redesigned its most representative space, extending the display area for ceramic surfaces and applications by 900 sq.m. to a total of 2,000 sq.m., aiming to enhance the comfort and quality of the visitors’ experience, consistently with the values of innovation, beauty and sustainability that the brand has always been true to in its many years of history.
Area 17 interpreted the needs of Fiandre with a luminous space flooded by natural light, a dynamic and flexible space that can be transformed according to the presentation of new ceramic surfaces and solutions and the new technologies applied. User well-being becomes a central focus. The eyes are surrounded by beauty, light and nature, created by the relationship with the outside and greenery.
The design by Area 17, whose philosophy is deeply rooted in the Italian design culture, comes from the idea of an open square developing beneath a large glass-covered opening.
“Like in an urban setting, the layout is marked by volumes, trees and furnishing strategically placed to multiply perspectives and create different viewpoints every time”,
explains Federico Gigetti, partner and senior architect of Area 17 who, with his team of designers, has showcased the Fiandre ceramic surfaces in a continuous dialogue among colours, shades, patterns and luminous textures. The perimeter of the square is marked by a large, sculptural arcade offering visitors access to the different spaces:
“the openings run along the arcade offering access to large display rooms, windows and niches displaying different product ranges, helping to narrate Fiandre’s collections and innovations,”
the architect continues, referring to the thematic areas devoted to the Hypertouch capacitive surfaces, the DYS Design Yours Slabs customisation technique and the new Attract magnetic installation solution. Three architectural spaces inside the square become the background for displaying and representing specific themes, such as new ceramic surfaces: temporary displays that change the company narration in line with the brand’s continuous innovations. The project also develops through the presentation of the new Fiandre retail concept, in a 75 sq.m. space devoted to the brand’s new look, showing how it will appear in the stores of our top partners.
In line with the attention that Fiandre - and Iris Ceramica Group, to which it belongs - pay to sustainability, with an approach that always respects the environmental heritage, the restyling also focused on a central area devoted to the eco-active Active Surfaces®, set within a green context with work areas and break islands immersed among trees. To investigate the benefits of these extraordinary surfaces, with the user-friendly ICG PLAY App is connected to the Active installation in the showroom. Visitors can enter a world created using augmented reality to discover the four beneficial properties of Active, in a sensory journey of discovery, to find out how this extraordinary ceramic material can improve the environment and our way of interacting with it.
Ph. Giancarlo Pradelli