Florence-based practice Area-17 Architecture & Interiors designed Iris stand at Cersaie 2016, the annual ceramic fair in Bologna, Italy. It featured products from the three brands owned by the group: Iris Ceramica, FMG, Eiffel Gres. Area-17 was given the brief of creating a relational space, where appreciating the wide range of the group’s products and doing business far from the fair clutter.
Area-17 responded with a majestic, white solid volume, which immediately separates the outside from the inside of the stand, both physically and visually. Dramatic cuts in the shell invite visitors to enter and guide them into a relaxing environment of a rarefied elegance.
Inside, Area-17 drew inspiration from the idea of a mood-board and developed a space conceived as a sequence of styled and coordinated design features of colors, textures, finishes, and shapes. Inspirational panels of ceramic tiles are staged with some of the best of Made in Italy product design brands, such as Baxter, Foscarini, and Kartell.
Bespoke pieces made out of Iris group’s materials were designed precisely for the show. “We wanted to explore the tremendous potential of the product.” Area-17 said. Indeed, tables, cabinets, bookcases, but also lamps and seating effectively show the versatility of the material when interpreted by a creative mind.
Walls and floor are entirely covered in stunning extra-large, stone-effect ceramic panels. The Diesel bar at the main entrance defines a transitional space between the outside and the inside. The welcoming area is entirely decorated in the dark shades of industrial flair that characterizes the exclusive collection by Iris Ceramica for Diesel Living.