A project by Area 17 for FMG Fabbrica Marmi e Graniti Via Ghiarola Nuova 119, 41042 Fiorano Modenese (MO).
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.
Gallery Showroom FMG
The exterior areas of the FMG showroom
FMG has commissioned the architect Massimo Iosa Ghini to redesign the exterior areas overlooking the entrance to the Group’s showroom and offices in Via Ghiarola Nuova, in Fiorano Modenese.The design concept comes from the need for a connection between the exterior and interior part of the site, in order to take the showroom outdoors. The “starchitect” Iosa Ghini has made this connection through the extension, beyond the showroom entrance, of the trajectory described by the line of floor lighting already installed inside the showroom.
Linea di luce
Once outside, this line of light describes a curved path that encloses an area equipped for events. The line of light becomes a connecting element between “inside” and “outside” and, at the same time, a separating entity between the materials since different types of paving and vegetation alternate along its entire length.The area is designed to be used in the different configurations, from organised events to daily use as an outdoor extension. The design also includes seating elements and installations which, by exploiting the potential of the various technical ceramic coatings, enrich and complete the outdoor exposition. The sustainability of the design is optimised by the use of low energy light sources, with LED systems.