The Marca Corona showroom, designed by Deferrari+Modesti, recently opened in Sassuolo, Italy, in the heart of the Italian ceramic production district. The new exhibition space tells the story of the Emilian Company, founded in 1741 and showcases ceramics.
The aim of the project was to create a flexible and multifunctional box, where set design could be modified according to various exhibition needs. The Florence-based office navigated the challenge by thinking in modules and freeing up the floor plan, which is characterized by a dense texture of pre-existing pillars, and installation and lighting systems. The design follows an intuitive logic, the exhibition path unfolding among the various collections as an open and variable narrative.
Each module offers several keystrokes: from one that is dedicated to product setting that suggests specific moods, to another that gathers technical specifications, sizes, and color palettes. An area that displays large formats, moves to another characterized by a series of vertical displays, which showcases the special pieces and decorations of all product ranges that feature in the catalog.
The project also goes beyond a showroom, to deliver a multifunctional space that can be used for meetings and training opportunities.