The new Iris Ceramica showroom aims to establish a consistent and distinctive visual identity, expression of all the group’s varied collections and languages. The strong characterization of the architectural shell is rooted in a deep reconsideration of relational areas, which became the core of the new concept. Reception, lounge bar, offices, meeting and technical area are combined inside the “Clubhouse”, a separated and yet permeable space conceived as a functional junction among exhibition areas. Adjustable louvers outline its perimeter allowing a flexible management of openings, both visually and in terms of paths. The display of FMG products underwent the deeper transformation. They are now collected in a sharp volume crossed by linear paths where clients move freely. The simplification of space focuses attention on products, arranged inside the “FMG House” in thematic settings and evocative full scale moodboards. A selection of furniture designed by Area-17 from Iris materials shows the products’ versatility. Finally, a promenade architecturale runs along perimetral walls, where a rarefied display places the right emphasis on Maxfine collections. Significant dimensions, airy volumes, simply outlined settings are disclosed behind sliding panels, according to a logic of clarity and exhibition effectiveness that is the hallmark of the whole project.