MARAZZI OPENS ITS NEW SHOWROOM IN MILAN
Antonio Citterio Patricia Viel has transformed Marazzi’s showroom in the heart of Milan’s design quarter. Pinned to the aura of design excellence associated with the location, the new display spaces rearticulate the identity of Marazzi’s brand as the international leader in design and production of ceramic tiles. The showroom’s areas are designed as a “wunderkammer” of colors and materials where the ceramics and the interiors complement and reinforce each other to create a one-of-a-kind visual effect.
“There is a kind of magic in Marazzi’s product design and development. Technology and creativity transform a generic and inert raw material into surfaces that evoke ancient workmanship, precious marbles, inlays, mosaic art and three-dimensional structures. To evoke this alchemy, the showroom project becomes a collector’s library, a Wunderkammer of colors and materials, a rug souk and a maze of rooms that form a constant visual sequence, yet are each different and surprising.” – Patricia Viel
A smooth sequence of spaces reveal a range of ceramic creations at different scales. Thematic rooms display shelves of individually illuminated items in a museum-like fashion, seamlessly transitioning into the areas where large slabs are hung from floor to ceiling.
“This display approach is completely new and original for the ceramics world, and we believe it will offer a clearer understanding of the way our design and development work and ceramic materials are continually evolving.” – Marazzi CEO, Mauro Vandini
At the entrance to the showroom, a preview of the Grand Wood Tarsia collection, designed by Antonio Citterio Patricia Viel, is exhibited. With a gentle optical illusion, the collection highlights the amazing decorative potential of wood, employing the ancient art of inlay on the large-scale stoneware slab.
photos by Raffaello De Vito, courtesy of Marazzi