How showrooms elevate corporate communication and client experience
Marazzi unveils 400 square meters of stunning exhibition space in the heart of Rome, designed by ACPV Architects Antonio Citterio Patricia Viel.
Showrooms have shifted from being mere physical representations of product catalogs to becoming dynamic spaces of strategic importance for brands. They now serve as environments where visions, aesthetics, and products come together to express the craftsmanship and identity of a company. The new Marazzi showroom in central Rome embodies this transformation, offering not just a representation of the brand but also a connection to its unique surroundings.
“We are very proud of this new opening, which highlights the continuous evolution of ceramics and creates a new space for interaction and relationship with clients and professionals,” says Mauro Vandini, CEO of Marazzi.
In the realm of design, creating a tangible experience that reflects the allure of products and their influence on environments requires a well-rounded strategy for showcasing and marketing to the audience. Addressing both aesthetic preferences and technical expectations is essential to meet the evolving demands of clients. The act of discovering a product shifts from being a simple proposition to an immersive encounter, stimulating the senses through intentional spatial design. Today’s retail spaces often go beyond functional layouts, offering unique narratives that guide visitors through memorable and meaningful journeys.
Marazzi showroom’s architectural journey
The Marazzi showroom in Rome is an extraordinary space spanning 400 square meters across two floors. Visitors are greeted by an environment that celebrates the versatility of ceramic materials, perfectly balancing cutting-edge innovation with sophisticated design. The expansive windows on Via Vittorio Emanuele Orlando provide a striking first glimpse of the interior, where carefully crafted perspectives and materials guide visitors on an engaging journey of exploration throughout the showroom.
Patricia Viel, CEO and Co-founder of ACPV ARCHITECTS, states: “Designing the new Marazzi showroom in Rome was a stimulating design exercise: we created a succession of environments that could enhance the versatility of ceramic products, highlighting their material perception through unprecedented applications. A space to be fully discovered that will contribute to the strong wave of renewal that is felt in Rome today.“
At the core of the project lies Marazzi Privé, a space inspired by the refined ambiance of a luxury hotel lobby. Combining style and practicality, it features three distinct yet interconnected areas that showcase the adaptability of Marazzi products. These spaces reinterpret rugs, furniture, and porcelain seating, creating intimate and inviting settings defined by comfort and seclusion. High-backed elements enhance privacy, turning every corner into a welcoming retreat. Within this setting, ceramics shine as a medium for innovation, blending advanced technology with timeless elegance. Sculptural accents and curated objects further enrich the experience, exploring the evolution of modern classics.
An immersive showcase
A series of curated rooms showcases the remarkable qualities of Marazzi materials, seamlessly integrated into dynamic, interconnected spaces that engage with the architecture to create a harmonious visual journey. This layout encourages visitors to immerse themselves in the details at every turn. Each room delivers a distinct atmosphere, spotlighting the unique attributes of the materials. Oversized slabs, arranged like opulent oriental carpets, are strategically lit to highlight their intricate patterns and textures.
Museum-like displays present a carefully curated selection of finishes, surfaces, and colors, transforming the showroom into a treasure trove of design inspiration. This collection evokes the artistry of handcrafted creations, the elegance of fine marbles, intricate inlays, and sculptural three-dimensional forms, offering a tactile and visual feast for the senses.
Marazzi, with a presence in over 140 countries, is globally renowned as a benchmark for high-quality ceramic tiles for floors and walls, embodying the excellence of Italian craftsmanship in the furniture and design industry. The development of the new exhibition spaces in Rome is the outcome of a fruitful collaboration with esteemed design partners, including Flexform, Viabizzuno, Ideal Standard, Foster, and Riflessi.
