'20 MDF Italia Corporate Showroom
Location
Mariano Comense, Italy
Category
Retail
Concept architecture
Pitsou Kedem architects
Stylist
Paola Pastorini studio, Simona Pozzi, Nicoletta Villani
Photo by
Thomas Pagani
In perfect harmony with the MDF Italia collection and philosophy, the Israeli Pitsou Kedem Architects Studio has designed a dynamic yet cosy ambience made up of interactions between solid volumes and soft filters measured in space. With its clay covered walls, the main body conveys a marked earthy feel, while the curved lines lend the space movement.
The architectural design of the MDF Italia Headquarters in Mariano Comense is gaining a new exhibition area.
The new showroom features sinuous lines alternating with solid interactions and covers an area of 400 square meters, housing the collections of the two brands. The interior design curated by the Israeli architect Pitsou Kedem creates a welcoming and dynamic environment, where walls and free-standing room dividers taper away in fluid and flexible lines, to guide the visitor on a visual-sensory journey, to discover the products. We used the sensuous and wavy form of the walls to outline spaces and at the same time to invite the visitor to move across and visit them said architect Pitsou Kedem.
Finally, clay was used as the only finish of the architectural elements to enhance through its materiality the peculiarities of the displayed products. This setting hosts not only the MDF Italia novelties, including the new NVL table signed by Jean Nouvel Design and the reinterpretations of the brand’s iconic products designed by internationally renowned designers, but also the set of the first Acerbis collection curated by the new creative direction of Francesco Meda and David Lopez Quincoces.
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Designer
Pitsou Kedem
"MDF Italia is the company, that from all other furniture companies, reflects exactly the 'handwriting' of my studio; we share the same design values: the purity, the minimalism - in its deepest form. The aspiration to achieve the 'timeless design', avoiding 'design trends' and temporary mods."
Founded in 2000 in Tel Aviv, Pitsou Kedem Architects is responsible for the design and planning of numerous projects around the world, characterised by a contrast between simple and clean external volumes, and complex and rich internal sections. The studio’s design language is based on the modernist style.
Since 2020, Pitsou Kedem Architects has been following the company’s architectural projects, from showrooms to trade fairs.
"MDF Italia is the company, that from all other furniture companies, reflects exactly the 'handwriting' of my studio; we share the same design values: the purity, the minimalism - in its deepest form. The aspiration to achieve the 'timeless design', avoiding 'design trends' and temporary mods."
Founded in 2000 in Tel Aviv, Pitsou Kedem Architects is responsible for the design and planning of numerous projects around the world, characterised by a contrast between simple and clean external volumes, and complex and rich internal sections. The studio’s design language is based on the modernist style.
Since 2020, Pitsou Kedem Architects has been following the company’s architectural projects, from showrooms to trade fairs.
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