IRIS CERAMICA GROUP MILANO - Milano - Italy
Studio: Area-17 Architecture & Interiors
Curated by Area-17 design studio, Iris Ceramica Group’s impressive new flagship store recently opened in the prestigious location of Brera, in Milan’s historic city center.
The new showroom in Milan continues the process of promoting ceramic surfaces for architecture, following over twelve years of exhibitions and events hosted in the previous gallery, Spazio FMG per l’Architettura, in the Tortona district.
Featuring FMG Fabbrica Marmi e Graniti and other Iris Ceramica Group brands, the project is part of Holdings’ wider international positioning program in other cities, including London, New York and Berlin.
The new 750 sq.m. flagship store in Milan is located on three floors, in premises previously occupied by a bank.
Area-17’s design involved renovating the entire premises. The building’s previous function as custodian of precious items has been preserved by retaining the original bank vault, which is now tiled with eco-active materials from the Active Surfaces collection.
Meticulous attention was also paid to exclusivity, to correlation between areas of the building and the creation of a highly emotive, personal relationship with customers, since they can physically touch the ceramics in FMG’s elegant large format collections.
Various large format tiles from Onici Maxfine collection provide a focal point on the ground and first floors. Undeniably eye-catching products, strikingly reminiscent of the ambiance of faraway places highlighted by the various colors and original textures.
Conversely, the MaxFine Gemstone collection, in Rose and Violet, is displayed on the showroom’s first floor. Inspired by the world of minerals, the collection is noted for its variegated composition with crystallized patterning alternating with more homogeneous areas embellished throughout with delicate veining.
In the basement, all the bathrooms are tiled with variations of Venetian terrazzo tiles from the recent Venice Villa collection, available in a structured finish.
Classic yet innovative, this collection brings alive our unique history, with all the enduring beauty of the authentic grain which immediately recalls Italian artisan traditions and noble classic tiling.
As mentioned previously, Active Surfaces tiles are used for the original vault area.
Here, Iris Ceramica Group’s exclusive antibacterial and antiviral ceramics with photocatalytic action emphasize their key role in the process of improving safety and well-being in contemporary environments.
In fact, their unique functions offer unrivaled advantages in the world of tiling, combined with the variety and aesthetic beauty of high-end technical ceramics.