A retail outlet becomes an experiential destination

The Marfisi headquarters was recently remodelled as part of an extensive redevelopment project involving a number of suburban buildings located on a road with a long commercial and industrial history.

The three existing volumes – originally a factory, a caretaker’s house and a cardboard plant – have been given a new architectural identity characterised by the visually striking curved envelope that makes up the main façade. This perforated structure brings a sense of dynamism to the entire complex and creates interesting plays of light and shadow throughout the day.

“This renovation project reconnects the existing volumes by incorporating the elevations into a new architectural element that unifies the now defragmented industrial complex,” explain architects

Dante Antonucci

and

Laura Crognale

from the practice Archquadro Associati. “This is an urban fringe area where the concepts of city suburbs, industrial landscape and commercial street intertwine while attempting to keep up with the rapid pace of economic transformations.”

In this urban context, the Meat Store project reimagines the retail outlet as a new experiential destination in which product displays alternate with spaces where consumers can find out more about the company, its history and its vision for the future.

“This space also includes areas featuring 19th century artwork and prints illustrating the history of the Abruzzo region, the work of shepherds and the practice of transhumance. The selected materials are inspired by the marble surfaces present in the first butcher’s shop owned by the Marfisi family back in 1940 and consist of large ceramic slabs from Ceramiche Keope’s Elements Lux line,” conclude the architects.

The project was custom-designed on all levels, including the bespoke furnishings made by local craftsmen which emphasise the unique qualities of the surfaces. Porcelain stoneware from the Elements Lux collection, chosen in a 120×278 cm size and with a polished surface inspired by elegant Calacatta marble, serves as the common thread running through many of the spaces in the store, from the meat counter to the cold storage room. The management area features 60×60 cm resin-effect porcelain tiles from the Elements Design collection in the colour White alternating with natural wood panelling.

This combination of colours and textures reflects the functional nature of many of the meat store spaces while maintaining a more welcoming and professional mood in the reception and management areas.