Crafting Unique Memories Through a Multisensory Experience—

FAB Fiandre Architectural Bureau showroom

Redefining Human-Centric Interaction at the FAB Showroom

This year, the Fiandre Architectural Bureau (FAB) showroom in Castellarano, Italy, has undergone a comprehensive redesign and expansion by the Area 17 Architecture and Interior team. The result is an infusion of interactive, dynamic experiences into the exhibition space. Employing a diverse, immersive layout, the new FAB showroom becomes an inclusive and mutable container—an environment that invites visitors to explore and discover the evolving core values of Fiandre. At the heart of this transformation lies the Italian-made, high-quality ceramic slabs, distinguished by innovative surface colors and textures. These elements grant the FAB showroom not only the flexibility for product customization and versatile design applications, but also a thoughtful blend of aesthetics and functionality. Through continuous, lively dialogues embedded in the space, the deep cultural heritage of Fiandre emerges in vivid form.

The "Unique Expression" of the Central Piazza

The Area 17 design team has reimagined the FAB showroom as a modern urban piazza, a spatial interpretation of Fiandre’s guiding principle of "unique expression." Through the carefully composed volumes and visual narratives, visitors are led from the central square through a sculptural arcade into a series of exhibition zones and niches. Here, the brand’s innovative ventures unfold interactively—from the versatile decorative qualities of the new Tribute100 series and the responsive finesse of Hypertouch® technology, to the customizable DYS (Design Your Slabs) solutions and Balance to Attract’s monochromatic, magnetic surfaces. Each step reveals dynamic layers of exploration. Italian craftsmanship manifests in every ceramic texture and surface treatment, enhanced by cutting-edge technical refinements. When paired with LED walls that respond to visitors’ presence, these multi-dimensional experiences satisfy a fundamental human yearning for distinctiveness.

Deepening the Roots of Italian Design

Area 17's approach to the FAB showroom design draws upon research confirming that aesthetics, natural light, and greenery can notably enrich both physical comfort and emotional well-being. Embracing the subtlety of Italian design traditions, the FAB showroom is conceived as an organic container. Greenery is integrated both inside and outside the building, linking different product display zones into a coherent, continuous narrative. This lush framework not only provides visitors the time and space to absorb and exchange ideas about Fiandre's innovative offerings, but also uses natural elements as mnemonic anchors that enrich the overall experience. Each product series presents a distinct sensory perspective, prompting conversations among visitors, who find themselves enveloped by natural beauty, light, and artistic refinement. In so doing, the space's core objective—to communicate Fiandre's unique expressions—is powerfully realized.

Multisensory Design, Unique Memories at FAB

In the architectural tapestry of European cities, the piazza is a classic element of social interplay—an enduring symbol of interaction and dialogue. At the FAB showroom, the central piazza not only encourages multi-angled interaction but also inspires Area 17 to introduce an array of singular, multisensory experiences. The product collections are presented as curated treasures, much like artifacts arranged in a sophisticated library, and the diverse ceramic slab series are whimsically offered like flavors in an ice-cream parlor—inviting visitors to indulge in tactile and visual “tastings” that transform observation into active participation. This “grab-and-go” concept fosters intuitive exploration and sensory delight. Beyond hosting product launches, business meetings, and social events, the FAB showroom itself becomes a distinctive landscape—an immersive realm where visitors forge lasting impressions, engage in meaningful exchanges, and create their own unique memories.

Be New Form