The project, in Calle Serrano right in the city center, is the work of international firm ACPV ARCHITECTS Antonio Citterio Patricia Viel.

The 300 m2 on two floors house The Welcoming Room project, which greets visitors in a hospitable kitchen, the display of the new ultra large-size stoneware slabs, and the infinite Marazzi collection of ceramic surfaces.

Architecture and interior design practice ACPV ARCHITECTS Antonio Citterio Patricia Viel unveils the new Madrid flagship showroom of Marazzi, international leader in the manufacture of ceramics and stoneware. The ACPV ARCHITECTS project reimagines the space of 300 square meters overlooking the very central Calle Serrano and Calle Juan Bravo, in the heart of the Spanish capital, to accommodate the infinite Marazzi collection of ceramic surfaces.

Founded in Sassuolo, Italy in 1935 and present in Spain with production plants at Castellón de la Plana since the early ‘80s, Marazzi opens the doors of its first flagship showroom in Madrid. The showroom greets visitors in a hospitable interior, The Welcoming Room, designed in accordance with the ‘Live-In Kitchen’ concept, in which the compositional versatility of large stoneware slabs and the vibrant gleam of the Crogiolo small-size collections dialogue to connect areas and functions around the kitchen.

“In this project,” architect Patricia Viel explains, “the dialogue between spaces is reinforced with the aid of materials and objects that reference craftsmanship and convey a positive mood. Ceramics are wonderful because they are so versatile: one of the most ancient and definitely one of the most eclectic materials, they can be both high-tech, in their adaptability and potential for future research and development and low-tech, in their authentic beauty. So they are ideally placed to adapt and respond to new demands.”

Thanks to the partnership with Signature Kitchen Suite, which also provided the large appliances installed in full view, the induction hob disappears into the kitchen countertop in Travertino Classico stoneware from the Marazzi The Top collection of large slabs, freeing up additional space for entertaining. A succession of themed rooms emphasizes the exquisite beauty of the materials: from the large slabs hung like rich Persian carpets to the museum-like shelves which exhibit smaller size tiles that exemplify an endless collection of finishes, structures, surfaces and colors, each presented as a unique, unrepeatable object of great value.

“There's a kind of magic in Marazzi's product design and development,” Patricia Viel explains. “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.”

“Our intention,” Marazzi Group CEO Mauro Vandini underlines, “is to ensure that the Marazzi showroom in Madrid provides professionals and customers with a welcoming yet unusual, intriguing location, where they can explore the very latest applications of design and technology development in ceramic coverings, for which Marazzi is famed worldwide.” “Spain,” Mr Vandini adds, “is Marazzi’s second home, and we already have two state-of-the art factories here, producing some of our most exclusive product collections, such as the antibacterial floor coverings and the large-sized decorated wall tiles.”

The partners who have contributed to the showroom's realization include world design leaders such as Signature Kitchen Suite, Sovet, Gessi and Ideal Standard.

Team:
Architect: ACPV ARCHITECTS Antonio Citterio Patricia Viel.
ACPV ARCHITECTS team: Antonio Citterio, Patricia Viel, with Mauro Novazzi, and Mattia Cattaneo.
Photography: Studio Bonus_courtesy of Marazzi

Material Used:
1. Marazzi