Marazzi, the international leader in ceramic and porcelain design and production, has recently opened its first flagship showroom in Madrid. The project was designed by ACPV Architects Antonio Citterio Patricia Viel and is located on the central Calle Serrano.
The 300-square-meter space is spread over two floors and includes The Welcoming Room project, which greets visitors with a convivial kitchen atmosphere, a display of large-format porcelain tiles, and Marazzi’s extensive collection of ceramic surfaces.
ACPV Architects Antonio Citterio Patricia Viel devised the project, remodeling the 300-square-meters along Calle Serrano and Calle Juan Bravo, in the heart of the Spanish capital to house Marazzi’s infinite collection of ceramic surfaces.
The showroom offers visitors a welcoming space, The Welcoming Room, designed according to the Living Kitchen concept, which combines the compositional versatility of large porcelain tiles and the vibrant luminescence of Marazzi’s small-format collections, connecting different spaces and functions around the kitchen area.
“In this project – explains architect Patricia Viel – the dialogue between spaces is reinforced by the use of materials and objects that recall an artisanal character and convey positive sensations. Ceramic has the advantage 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.”
Thanks to a collaboration with Signature Kitchen Suite, which also designed the large appliances on display, the induction hob disappears into Marazzi’s Travertino Classico porcelain kitchen worktop, further freeing up space for conviviality.
A succession of themed rooms emphasizes the preciousness of the materials, from the large-format porcelain tiles, hung like rich Persian carpets, to the museum shelves that present in smaller formats an endless collection of finishes, structures, surfaces, and colors, each one like an object of extraordinary value, unique and unrepeatable.
“There is a sort of magic in Marazzi’s research,” describes Patricia Viel, “Technology and creativity transform an inert raw material into surfaces capable of evoking ancient processes, precious marbles, inlays, mosaic art, and three-dimensional structures. To evoke this alchemy, the showroom project becomes the library of a collector, a Wunderkammer of colors and materials, a souk of carpets, a labyrinth of rooms in constant visual sequence, yet different and surprising.”
“Our desire,” emphasizes Mauro Vandini, CEO of the Marazzi Group, “is that under the Marazzi brand of Madrid, professionals and customers can find a welcoming but also unique and suggestive space, where they can discover the most innovative expressions of stylistic research and technology applied to the ceramic product of which Marazzi is a spokesperson worldwide. Spain is Marazzi’s second home, present here with two cutting-edge factories that produce some of the most exclusive product lines, such as antibacterial flooring and large-sized decorative cladding.”
Among the partners that have contributed to the realization of the showroom were leading design companies such as Signature Kitchen Suite, Sovet, Gessi, and Ideal Standard.
The opening of Marazzi’s flagship showroom adds a touch of elegance to Madrid’s design scene. It offers a chance for professionals to explore the cutting-edge ceramic collections of an industry leader while experiencing the newest trends in design and technology.
