In Treviso, a city and comune in northern Italy’s Veneto region, a conscientious dialogue between historic and contemporary architecture has taken form in the new AD Showroom. Designed by Treviso-based architectural studios GALEOTTI/RIZZATO ARCHITETTI and mzc+, the project combines the careful restoration of a neoclassical villa with the construction of a new contemporary volume in concrete. The result is a meticulously crafted composition, where materials, proportions, and details bring about a subtle yet powerful relationship between old and new.

A contemporary counterpoint in concrete

The new showroom, built in sandblasted concrete with large glass surfaces framed in wood, asserts its contemporary character without mimicry. It stands as a counterpoint to the villa, reinterpreting its presence through abstraction and precision. Industrial references and residential forms unite here, bridging the domains of production, design, and domestic space.

The project emerged from a collaboration between the architects, the client, and the Superintendency for Cultural Heritage (the regional authority responsible for the protection of historic buildings and sites in Italy). It aligns with the Veneto region’s tradition of weaving together industry, contemporary architecture, and historical legacy.

Where past meets present

Approaching Treviso from the south along the ancient Terraglio route (this historic road connecting Treviso with Venice is lined with villas and estates), the neoclassical villa emerges. Built at the beginning of the 20th century, with notable Art Nouveau influences, the 320-square-metre villa sits on a 1,200-square-metre corner plot. Adjacent to it, along a secondary street, the new 320-square-metre concrete volume presents itself with clear geometry and carefully calibrated proportions. Together, the two structures form the AD Showroom, unified under a single programme.

Restoring the villa

The construction phase lasted almost two years, with the architects working simultaneously on the restoration of the villa and construction of the new building. The project employs both local craftsmanship and construction techniques. The villa’s restoration, which includes a three-storey main building and a one-storey annex, was driven by conservation needs after long periods of neglect and functional alterations. Inside, subtle design interventions restore coherence and character: a steel staircase improves circulation, while the interiors regain a domestic quality. Outside, a sequence of planting, trees, and pathways guides visitors from the villa to the annex’s terrace and onwards to the new structure. The villa’s fresh facade colour, a neutral tone close to that of concrete, acknowledges its historic fabric and establishes continuity with the newly built showroom.

The new structure’s architectural expression

Bringing a contemporary edge to the project, the new building is at once visually discrete and functionally connected, adding approximately 300 square metres of usable space. The showroom opens directly onto the street, while a restored pre-existing structure links the new building with the villa, guiding visitors through a seamless transition between past and present.

The new structure’s rigorous composition consists of two levels. Its sandblasted concrete and wood-framed glazing recalls industrial production while hinting at a modular construction system. Inside, a central exposed concrete spine wall provides a backdrop for the display areas. This prominent feature contrasts with the precise nature of the surrounding plastered walls.

The generous ground-floor corner window, edged by a slender canopy, recalls a domestic typology while also framing views towards notable architectural landmarks: the old church of San Lazzaro with its striking bell tower and the late-1970s concrete parish church designed by architects Bandiera and Facchini.

Compositional nuances further enrich the new building: a facade design articulated with string courses (horizontal bands) and an upper cornice subtly echo the villa’s profile. On the flat roof, photovoltaic panels ensure energy self-sufficiency.

Outdoor display space is created through a recessed patio on the showroom’s east side, reached via steel steps that extend the concrete staircase. This intervention and other considered design strategies elaborate on the industrial theme, strengthening the dialogue between the villa and new building with crafted precision.

Sustainable interventions

The AD Showroom project was developed with a strong focus on sustainability. The architects selected a CAM-compliant (Minimum Environmental Criteria) concrete mix containing recycled aggregates, sourced from a single cement plant to ensure quality. While no formal LCA was conducted, the design minimised embodied carbon through structural efficiency — for example, the new volume was built in exposed concrete, removing the need for additional material finishes and minimising long-term maintenance. The showroom integrates passive design strategies, including careful orientation, cross-ventilation, solar shading, and the cooling effect of vegetation. The restoration of the villa combined a conservation-led approach with sensitivity to sustainability, reusing original timber elements, salvaging materials through selective demolition, and introducing reversible new insertions.

Overall, the project balances active technologies with passive environmental strategies, while remaining attentive to context, longevity, and reversibility.

Contrast over imitation

For GALEOTTI/RIZZATO ARCHITETTI and mzc+, the project expresses a deep-rooted architectural tradition, with a thoughtful approach that embraces continuity through contrast rather than imitation.

As Giuseppe Cangialosi of mzc+ explains: “We aimed to offer an abstract interpretation of the facade, creating a dialogue with the villa’s classical rhythm and establishing a connection rooted in proportion and place. The project seeks to reveal continuity that transcends stylistic differences, recognising compositional balance as the true element of connection.”

Elisa Rizzato and Massimo Galeotti of GALEOTTI/RIZZATO ARCHITETTI add: “For us, raw and unadorned concrete expresses authenticity. It does not mimic the villa but stands beside it in visual and temporal tension, narrating architecture’s passage through time. Respect for the past is expressed through critical dialogue, where the new does not submit but integrates, offering a conscious reading of the relationship between epochs.”