Ariostea’s “The Arena” is a showcase of ceramic texture and form

The Arena may seem like a bold name for a showroom, but stepping into the space instantly justifies its grandeur. Created in collaboration with the design studio Area 17 Architecture and Interiors, based in Italy with offices in Asia and the Middle East, this showroom is more than a display—it’s a full immersion into Ariostea’s philosophy, blending decades-long craftsmanship with state-of-the-art innovation.

Located at Ariostea’s headquarters in Castellarano, Reggio Emilia, Italy, The Arena contributes to a typically urban, three-dimensional structure that offers multiple perspectives across the corporate complex. As part of an ongoing architectural evolution, it redefines the visitor experience with a focus on the brand’s signature ceramic materials. It complements other recent additions, including The Theatre, a 450m² space designed for installations and performances that make it more of an immersive journey. Decorated with Ariostea’s materials, The Arena elevates the headquarters’ architectural landscape and showcases their versatility.

At the heart of this showcase are Ariostea’s Ultra slabs, displayed in an art-gallery-like setting. Inside, a monumental wall-mounted material library displays 90 slabs, each 300×150 cm, complemented by sculptural blocks embedded in the floor and ceiling, featuring signature collections like Cremo Italia Ultra and Silver Wave Ultra. These displays, enhanced by Iris Ceramica Group’s Hypertouch® technology, offer an interactive experience—visitors can control lighting by choosing between warm or cool lights, or a combination of both, by touching the surfaces.

“The meeting point between technical ceramics, rare and precious materials, and new display methods aims to clearly express Ariostea’s vision,” the company explains. The sculptural installations highlight the versatility of the brand’s materials by creating a dynamic experience where the architecture itself becomes an integral part of the narrative. 

The layout works to enhance the sensory experience even further, with vast Ultra slabs allowing visitors to engage with the intricate patterns, veins, and textures. 

“The Ultra surfaces highlight the beauty of graphic patterns, various finishes, and colors, giving visitors the opportunity to explore a vast catalog of solutions in a single space,” the company notes. This level of interactivity encourages a deeper emotional connection with the materials, bridging the gap between function and aesthetics.

As the showroom illustrates, Ariostea’s Ultra slabs are ideal for both exterior cladding and interior design due to their durability, versatility, and aesthetic appeal. From the outside, the Arena integrates harmoniously with the surrounding structures, contributing to the creation of a layout that allows visitors to experience the company’s materials from various vantage points. The multi-level outdoor plaza, connecting offices, exhibition spaces, and meeting rooms, brings vitality to the space. A rooftop terrace, lined with trees, welcomes visitors at the main entrance and leads them along a raised walkway that blends the natural landscape with the architecture.

It illustrates the potential for large-format slabs to offer continuous, visually seamless surfaces thanks to minimized joints, while their resistance to extreme conditions makes them perfect for outdoor use. Indoors, their strength and stain resistance ensure that the slabs maintain their beauty even in high-traffic areas.

“Ultra slabs provide high resistance to weather conditions such as UV rays, rain, frost, and wind, preserving color stability and performance over time,” Ariostea adds. Whether used in ventilated facades to improve energy efficiency or in interiors requiring low-maintenance solutions, the slabs offer both performance and beauty.

Visitors are treated to an immersive experience through video installations and interactive displays that highlight Iris Ceramica Group’s cutting-edge technologies such as Active Surfaces®, Hypertouch ®, and Attract®. Active Surfaces® are photocatalytic ceramics that actively reduce pollutants, bacteria, and viruses in both indoor and outdoor spaces. By decomposing harmful organic and inorganic substances when exposed to light, air, and moisture, these ceramic materials contribute to cleaner, healthier environments, offering long-term antibacterial and antiviral benefits.

Meanwhile, Hypertouch® ceramic surfaces integrate technology that allows users to control lighting, temperature, and more by simply touching the material. This technology eliminates the need for visible switches: “By gently touching the surface, an integrated system of home automation sensors activates to control lighting, audio-video systems, windows, and temperature settings,” Ariostea explains. This integration enhances both the design and the user experience, transforming the way people interact with their surroundings. Finally, Attract® technology enables flexible installation with a magnetic dry-laying system, making it easy to adjust or remove surfaces. 

In The Arena, Ariostea’s expertise is brought to life, perfectly embodying the brand’s commitment to its “Vanguard by Tradition” ethos. Not only is the space representative of the evolution of the traditional showroom into a fully immersive, experiential environment, it is strategically located at the heart of Ariostea’s headquarters, serving not only as a backdrop for its proposals but also as a multifunctional venue ideal for business meetings and formal events, creating a comprehensive brand experience. 

“Through high-tech, design-oriented ceramic surfaces, visitors are immersed in an environment that evolves and adapts, demonstrating how tradition can be continuously reinvented to meet future needs,” says Ariostea. “Every detail recalls the wealth of expertise we’ve developed since 1961, creating a dialogue between our history and our technological research, experimenting with unexpected and daring applications.”