The project, in the very central Calle Serrano, is signed by the international studio ACPV Architects Antonio Citterio Patricia Viel

Architecture is a form of dialogue: behind every project there are figures (architects and interior designers) who through their stylistic language try to communicate a thought, an idea, a self-image that is expressed by integrating with people's actions and needs. Today, life and its rhythms are increasingly fluid, and the environments in which we live every day follow suit. The consequence is that every space, even those for work, often lends itself to being modified with respect to its original use and to being oriented towards new forms of usability that mix work needs and conviviality.

Redesigning spaces

The design of the new Marazzi store in Madrid, by ACPV Architects Antonio Citterio Patricia Viel, has redesigned a series of spaces overlooking Calle Serrano and Calle Juan Bravo, in the heart of the Spanish capital, to host a showroom that welcomes visitors in a convivial space, The Welcoming Room, designed according to the Living Kitchen concept, in which the compositional versatility of the large stoneware slabs and the luminescence of the small-size Crogiolo collections dialogue, connecting areas and functions around the kitchen: 300 square metres on two floors between convivial kitchen, display of the new very large stoneware slabs and Marazzi ceramic surface collection.

Responding to new needs

"In this project," explains architect Patricia Viel, "the dialogue between the spaces is reinforced by the use of materials and objects that recall an artisanal character and convey positive feelings. Ceramic has the merit of being a versatile material, one of the oldest and certainly one of the most eclectic, capable of being both high-tech in terms of adaptability and possibilities for future research and development, but also low-tech in the perception of its authentic beauty. A material capable of adapting and responding to new needs'.

Freeing up space

Thanks to the collaboration with Signature Kitchen Suite, which also signs the large visible appliances, the induction hob disappears into the kitchen top made of Travertino Classico stoneware from the collection of large slabs The Top by Marazzi, freeing up additional space for conviviality.

Wunderkammer of colours and materials

"There is a kind of magic in Marazzi's research," says Viel. "Technology and creativity transform an inert raw material into surfaces capable of evoking ancient workmanship, precious marbles, inlays, mosaic art and three-dimensional structures. To evoke this alchemy, the design of the showroom becomes a collector's library, a Wunderkammer of colours and materials, a souk of carpets, a labyrinth of rooms in constant visual sequence but different and surprising".

Thematic rooms

A succession of themed rooms emphasises the preciousness of the materials: from the large format slabs, hung like rich Persian carpets, to the museum shelves presenting in smaller formats an endless collection of finishes, textures, surfaces and colours, each one like an object of extraordinary value, unique and unrepeatable.

A welcoming environment

"Our wish", emphasises Mauro Vandini, CEO of the Marazzi Group, "is that under the Marazzi sign in Madrid, professionals and customers can find a welcoming but also unique and evocative environment, where they can discover the most modern applications of stylistic research and technology applied to the ceramic product for which Marazzi is a spokesman throughout the world. Spain is the second home of Marazzi, which is present with two state-of-the-art production sites that produce some of the most exclusive product lines, such as antibacterial floor tiles and large-sized decorated wall tiles". Partners include leading design companies such as Signature Kitchen Suite, Sovet, Gessi and Ideal Standard.