Press release
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june 23, 2020 - Iris Ceramica
Next opening of the new Iris Ceramica Group Milano Showroom
Iris #ceramica Group’s Milan showroom is located in the city centre, on the corner of via Santa Margherita and a private road, via Farine, in the busy area between the Duomo and Piazza Cordusio. The Milan showroom followed shortly after the London opening and is the final stage of a plan to launch the Group in the world’s #design capitals. The showrooms are not merely display areas but also meeting places to reach out, seek inspiration and information, and fuel creativity; a genuine point of reference for a community which revolves around the world of architecture.
The overarching theme guiding Area-17 Architecture & Interiors is re-imagining these areas as lifestyle places, where the striking, exciting potential of ceramics results in furnishings and #interiordesign solutions that actively involve the visitor in discovering the latest products and technical solutions. A key factor is the link with the surroundings. The building is a former bank and the most exclusive part of the showroom still maintains a feeling of safeguarding something precious and the confidential bond with the customer.
The premises occupy 750 sq.m. over three floors with each level having a clear function, reflected in the #design of the spaces. On the ground floor, looking out over the city, is a welcoming reception with a lounge bar area, a typical feature of the Milan social scene. Large format ceramic tiles define the surfaces and architectural features and also demarcate a dynamic, flexible display area, where the narrative behind the products can alternate with or be integrated into social events or installations.
On the floor above, the visitor experiences a different state of mind when entering an area designed as a state-of-the-art spa with a series of indented niches, each one set up as a private life space. At the rear, a large meeting room featuring Diesel Living is simultaneously, or consecutively, a co-working space, event venue or conference room, underlining once again that working, meetings and business dealings are just many facets of a single way of life.
The basement preserves the former bank’s safeguarding philosophy, housing Iris #ceramica Group’s vast archives and product samples. Collections containing the personal history behind each product are stored in this private area, set aside for one-to-one meetings with customers depending on heir specific requirements. In the centre, the former vault’s original structure has been retained and re-imagined as a jewellery store security room, where customers are shown the most precious merchandise.
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