In the fertile Piana del Sele, a cradle of gastronomic and historical excellence, the new retail space of Caseificio Tenuta Doria in Battipaglia (SA) comes to life. Designed by Studio Granese Architecture & Design, the project stands out for its ability to merge tradition, culture, and innovation into a visual narrative that celebrates the region and its roots.
At the heart of the project is a striking 12-meter-long ceramic panel, a true work of art custom-made by Bhumi Ceramica in collaboration with architect Granese and designers Nello Valentino and Aniello Rega. This scenic element represents the Sele River, the lifeblood of the area, interweaving historic and iconic symbols: from the Doric columns of the Paestum temples to buffaloes, mozzarella, and Greek vases. The three-dimensional narrative unfolds through 20×20 cm ceramic tiles that capture the light, creating a captivating interplay of light and shadow and transforming the space into a visual gallery of history and tradition.
The interiors, characterized by natural materials and iconic architectural configurations, bring to light the sail vaults in Paestum travertine, which is also used in the external walls and large arches. The wall surfaces play with the textures of travertine, alternating between “ad incertum” placement for the perimeter walls and “regularis” for the arches, emphasizing the material’s robustness and historical significance.
The atmosphere is further enriched by a lighting system designed by Viabizzuno, combining black grid profiles with both focused and diffuse light to highlight every design detail. This contemporary system integrates seamlessly with the custom-designed multi-layered wooden furniture by Carmando Arredo Design, as well as the large windows and bronze-tinted mirrored walls that expand the space, creating a harmonious dialogue between the interior and exterior.
A large, state-of-the-art counter dominates the retail space, blending functionality and aesthetics. Every element is designed to enhance the quality of the products, while the space as a whole serves as a promoter of culture—a journey through the identity of the Piana del Sele, where design, tradition, and innovation coexist in perfect harmony.
Credits
Project: Caseificio Tenuta Doria
Studio: Studio Granese Architecture & Design
Location: Battipaglia, Italy
Year: 2024
Photo: Antonio Bergamino
