Atlas Concorde Park Studio is the new Atlas Concorde exhibition space designed to convey, through the visitor experience, the essence and values of a company that, for over 50 years, has been a reference point in the ceramic tile industry for those seeking excellence in terms of performance, quality and beauty.
Atlas Concorde Park Studio stands out as a place of synthesis between promotion, hospitality and inspiration, able to provide a close experience of the wide range of products, providing unique solutions tailored to the visitor’s needs. It covers an area of 3,000 square metres, where beauty and attention to detail tell the story of both Atlas Concorde and its brands Atlas Plan, specialised in large slabs for kitchen tops and furnishing surfaces, and Atlas Concorde Habitat, the project dedicated to porcelain stoneware furnishing elements whose portfolio includes tables, coffee tables, washbasins and mastertops.
The new space is part of the HQ in Fiorano Modenese, a multifunctional location that also houses the production plants and the latest generation automated warehouse, and is located on the edge of a four-hectare park.
Designed by Atlas Concorde’s architectural design team in collaboration with MPArchitects and Studio Ferriani, the new space gives new life to an industrial area, changing its vocation. The exterior preserves the integrity of the existing building’s skyline, in total coherence with the site, and, through large glass surfaces capable of creating a scenic and visual perspective on the adjacent park, is charged with brightness and contemporaneity. Inside, the vertical development is the protagonist, thanks to which visitors can enjoy a unique perspective on the large ceramic slabs, perfectly integrated with the rest of the Atlas Concorde product system. Finally, an outdoor space dematerialises the boundary between inside and outside and, in addition to completing the integration with the existing context, represents a place of wellbeing for visitors.
“Atlas Concorde is much more than its excellent products. Atlas Concorde is a promise of values,” says Efrem Grasselli, Marketing Director. “This new exhibition space authentically expresses our vision of placing the needs of our customers, designers and partners around the world at the centre through a unique experience that combines the ability to respond to increasingly demanding market needs in a hospitable and inspiring setting.”
The exhibition project places at the centre of a scenographic architectural context the wide range of ceramic collections, presented through a layout designed to enhance their peculiarities. The look and feel of the project defines an elegant and refined environment whose selected materials recall naturalness and warmth and are characterised by a warm grey colour palette.
In order to allow visitors to experience the company’s reality and values through the opportunities offered by interaction design, the space will also be soft-tech, a project developed in collaboration with innovation partner Dotdotdot. The innovative digital infrastructure Atlas Concorde Platform, communicating with existing digital services, offers customer experience services architecturally integrated into the space.
