The design process for the showroom arose from an aspiration to maintain the sharp and minimalist design that is the DNA of MDF Italia and to uphold the company's desire to soften it and make it more accessible. 

Our challenge was to make a big change in a small space with low budget only with restrained architectural gestures. By using curving walls and edges, light diffusing louvers and monochromatic color pallet a big difference was made. We wanted to create a soft and all-encompassing environment where walls and free-standing room dividers would taper away in continuous and flexible lines, subtly hinting at MDF Italia’s DNA. 

The envelope is constructed of a concrete material in a variable rhythm of solid walls whose linear perforation turns them into supple louvres creating movement and drama. From the outside, the louvres provide a glimpse into the interior space and its displays and, in so doing, create curiosity and draw people into the showroom. In contrast, looking through the louvres from within the showroom offers a glimpse into the company’s offices and intensifies the association with the MDF Italia brand. 

To encourage visitors to touch and directly interact with the furniture itself, the display spaces are designed on a human scale with a curvilinear line wrapping the space to link the human dimension and the minimalist line that epitomizes MDF Italia. We used the sensuous and wavy form of the walls to demarcate spaces on one side of the space, while inviting the visitor to move across to the other. In this way, we created movement and a means to lead visitors between the different spaces. 

To set the stage and enhance the company objects on display, the decision was taken to use a timeless material such as concrete and not to introduce any other material. In consequence, the space serves as a blank canvas against which to showcase and accent the MDF Italia furniture's and decorative items in the changing displays .