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The company's new exhibition space has been inaugurated, showcasing the design potential of ceramic tiles with an immersive layout open to the digital dimension
Atlas Concorde Park Studio: the full ceramic tile experience
28 November 2023
Experiencing ceramic tiles as a material that embraces all living spaces, from the home to the office, retail to contract, indoors and out. This is the goal of Atlas Concorde Park Studio, an exhibition space with an avant-garde slant inside the Fiorano Modenese headquarters that definitively departs from the classic commercial concept of ceramic tiles. The result of a collaboration between the design team of Atlas Concorde, MPA-Mattia Parmiggiani architects, and Studio Ferriani, the project interprets the 3,000 m2 extension through a succession of rooms in which the company's collections are applied in all possible ways and further enhanced by the vertical development of the spaces. In this way ceramic surfaces ranging from small tiles to large slabs become the absolute focus of spectacular installations: refined settings, bathrooms, kitchens, offices, and living rooms, fluidly connected to outdoor areas thanks to large glass walls, with four hectares of a centuries-old park providing the backdrop.
"The new Atlas Concorde showroom is situated in a building with unique characteristics," commented MPA's designers, "introducing a new spatial user experience for visitors, engaging them with rich images and emotional narratives. The vertical staging is one of the main features of this project. The visitor is able to experience a perception of large surfaces that is unprecedented." And in fact it is the spaciousness of the rooms that captures the attention of the visitor, who is invited to take an immersive stroll through the collections of slabs and tiles transformed into surfaces, environments and furnishings placed in dialog with each other thanks to refined combinations conveying an overall natural mood. A soft tech system complements the visit, enhancing the experience thanks to the project specially developed by innovation partner Dotdotdot. Also fitting organically into the visit are the Atlas Plan collections of slabs for kitchen countertops, tables, and furniture, as well as those of Atlas Concorde Habitat with its lines of customizable sinks, shelves, and countertops, all made of porcelain.
Atlas Concorde Park Studio ushers in a new standard for exhibition spaces in the ceramic tile industry, defined through environments in which collections are harmonized with each other and translated into real-world settings to be experienced and touched: "The new space expresses our vision focused on the needs of consumers," noted Efrem Grasselli, the company's Marketing Director, "as well as those of designers and our partners around the world, offering an engaging experience with the materials in a hospitable, stimulating setting."
