Fiandre’s multifunctional brand space in Castellarano is conceived as a ‘dynamic organism’ that aligns with the company’s focus on uniqueness and innovation.  

Today’s forward-thinking brands understand that showrooms need to be about more than just showing. They should be places of discovery and connection for their communities. Places that immerse the internal team and visitors in the brand’s values. That’s precisely the role of Fiandre’s FAB Fiandre Architectural Bureau showroom in Castellarano, Italy. Area-17 Architecture & Interiors was responsible for the extension and restyling of the 2,300-sq-m space for the Italian manufacturer of porcelain panels for floors and walls, which marks another step in the articulation of Fiandre’s new statement: ‘for unique expressions’. This statement highlights the brand’s ability to offer high-quality ceramic solutions made in Italy that satisfy people's desire for uniqueness. 

Using Fiandre's porcelain panels for floors and walls, Area-17 Architecture & Interiors expanded and restyled the 2,300-sq-m showroom space in line with Fiandre’s new statement: ‘for unique expressions’.

 The space taps into today’s critical need for adaptable and multifunctional designs that can flex to meet the needs of their users. ‘We conceived FAB as a dynamic organism, a container of experiences and emotions, ready to welcome visitors, entertain them and cultivate relationships,’ says Federico Gigetti, partner and senior architect at Area -17. ‘We developed a design that could facilitate the interpretation of products and suggest their use, but that could also be flexible for hosting events and exhibitions following the company’s strong, innovative pace.’  

Taking on a hospitality-like quality, the space is designed to enable customers to discover its various exhibition rooms, showcases and niches that provide insights into Fiandre’s collections and innovations.

The reception area sets the tone, indicating that this is not your ordinary showroom. Exuding hospitality, it could be the lobby of a welcoming hotel, with a counter that transforms into a bar area. In the spirit of discovery and connection, guests are invited to explore the products informally, much like they would at a food kiosk. In fact, the brand’s ceramic surfaces are displayed like tempting food items, arranged in glass cabinets and described in a menu, ready to be packaged in special ‘to-go’ boxes. The tone set here is also one of discovery, which continues throughout the various spaces: exhibition rooms, showcases and niches that provide insights into Fiandre’s collections and innovations.