The Atlas Concorde Park Studio showroom was designed as a place that blends promotion, hospitality and inspiration, allowing guests to personally experience a wide range of ceramic products that offer solutions tailored to their needs. The showroom has 32,300 square feet of floorspace that tells the story of Atlas Concorde and its brands Atlas Plan, which specializes in large slabs for kitchen countertops, tables and furnishings, and Atlas Concorde Habitat, the project dedicated to furnishings in combination with Atlas Concorde surfaces.
The repurposed building was designed by Atlas Concorde’s architectural design team in collaboration with MPArchitects and Studio Ferriani. The exterior preserves the integrity of the existing building’s silhouette, remaining fully consistent with its surroundings, and, thanks to large glass surfaces offering a scenic view of an adjacent park, brims with brightness and contemporary character. The 33-foot-tall interior was designed with an emphasis on vertical elements, thanks to which visitors can enjoy a unique perspective of the large ceramic slabs, informatively integrated with the rest of Atlas Concorde’s product system. Lastly, an outdoor space erases the boundary between indoors and outdoors, and in addition to completing the integration with the existing surroundings provides a peaceful place for visitors.
Developed by Dotdotdot, the Atlas Concorde Platform is a digital infrastructure system designed to assist sellers throughout the customer journey – before, during and after showroom visits. Integrated into the physical architecture through interactive signage and the materials library, it enables the creation of personalized experiences enriched with content and collaborative moments that lead to a co-designed commercial proposal tailored to the client’s needs and delivered as a digital catalogue. The platform also gathers data and analytics on customer preferences, and integrates them into the Salesforce CRM system to optimize future engagements. The customer journey is further enriched with touchpoints, digital walls, digital activation points and immersive projections on surfaces, making the experience as interactive as possible for the audience.
Efrem Grasselli, marketing director for Atlas Concorde, said, “This exhibition space authentically expresses our vision of focusing on the needs of our customers, designers and partners around the world by offering them a unique experience that responds to increasingly demanding market needs in a hospitable, inspiring setting.”
Sources for Atlas Concorde Park Studio
Architecture: Atlas Concorde, MP Architects Digital Systems: Dotdotdot Interior Design: Studio Ferriani
