NEWLY REFURBISHED FIORANO SHOWROOM
The newly refurbished Fiorano Modenese showroom displays highlight FMG’s immense creativity and expertise. The showroom interior is designed as a pathway punctuated by entrances and partitions featuring MaxFine large format porcelains which replicate the stunning beauty of rare, natural stone. Various elegant, sophisticated surfaces create combinations of colours and patterns that transport visitors into a world where nature is an invaluable source of inspiration.
Taking center stage are Marmi MaxFine large format ceramic surfaces on partitions and moodboards, with a succession of eye-catching and inspirational effects. New designs include Kuroca, in deep black with sophisticated gold-effect highlights, Rosso Lepanto, intense and aristocratic, and the exotic looking Brazilian Blue. The displays continue with light Delicato Cremo, elegant Breccia Medicea and Ocean White, a polychrome design with an impactful decorative effect. The extensive range also includes Black Onyx, the elegant graphics of Trambiserra Grey and understated Grigio Alpi Carnia. Not to mention Connemarble Irish, Verde Persia and Aosta Green Marble, striking green marbles with dynamic, majestic backgrounds.
The showroom is divided into themed areas customized with the Brand’s best sellers, in addition to an extensive materials library and an area dedicated to Full bodied ceramics, featuring the Palladio, Venice Villa and Rialto collections.
Space is also reserved for Active Surfaces® - antibacterial, antiviral, anti-pollution, anti-odour and self-cleaning surfaces - and Hypertouch, innovative, concealed capacitive technology. By simply touching the panel, an integrated system of home automation sensors switches lighting and audio-video systems on or off, and controls doors, windows, and room temperature. Finally, some areas are allocated to Seventyonepercent, an ambitious project stemming from our partnership with Paolo Castelli, which offers exclusive, high-end bathroom furnishings.
The exterior areas of the FMG showroom
The partnership between Area-17 Architecture & Interiors and FMG and Iris Ceramica continues with a realisation that combines the strong character of contemporary design with respect for what the brand represents for its territory and inhabitants.
The project to renovate the historic headquarters of FMG and Iris Ceramica was born of a need to integrate the original 1960s building with the new volumes of the showroom and to renovate interior spaces whose functions had changed over time. It also interprets the desire to consolidate an important company identity and to transmit a new, reinforced image to staff and clients.
The work has been extremely respectful of the facade, using original elements of the building, while remodernising its overall design with the addition of contemporary details. All of the volumes are linked by an important landscaping project that softens the passage from one building to another with a skilful layout of green areas, but, above all, it embraces the whole of the structure with an enclosure that is both transparent and sculptural, expressing all the emotional capacity of ceramic.
With an architectural language that playfully cites the ‘60s, the search for a balance between modernity and tradition continues on the inside, with work centred on the evolution of functions and relationships that are created between the new spaces. The entrance opens into a floor to ceiling atrium that houses a monumental LED wall with visuals related to brand communication. To the left and right of the atrium are the spaces of the company museum, which tell the story of FMG and Iris Ceramica through its products, people, values and designs, in a display with a strong sensory and emotional impact.
The floor to ceiling volume ideally connects the museum to the offices - the past to what is happening today – an architectural connection and transversal narrative synthesis. A space that dynamically combines a waiting area, reception area and brand communication transmits a new way of understanding the relational mechanics of the workspace and effectively communicates the complexity and vision of the company to visitors.