Pitsou Kedem Architects

MDF Italia New Showroom

MDF Italia New Showroom

MDF Italia new showroom

Pitsou Kedem Architects

DESIGN TEAM
Pitsou Kedem And Shirley Marco

STYLING
Paola Pastorini

PHOTOGRAPHY
Amit Geron

AREA
0 Sqft - 1000 Sqft

YEAR
2020

LOCATION
Italy

CATEGORY
Commercial › Showroom

The design process for the showroom arose from an aspiration to create a soft and all-encompassing.

MDF Italia New Showroom
MDF Italia New Showroom

Environment where walls and free-standing room dividers would taper away in fluid and flexible lines, subtly hinting at MDF Italia’s DNA.

The envelope is constructed of a concrete material in a variable rhythm of solid walls whose linear perforation turns them into supple louvres creating movement and drama.

From the outside, the louvres provide a glimpse into the interior space and its displays and, in so doing, create curiosity and draw people into the showroom.

MDF Italia New Showroom
MDF Italia New Showroom
MDF Italia New Showroom

In contrast, looking through the louvres from within the showroom offers a glimpse into the company’s offices and intensifies the association with the MDF brand.

To encourage visitors to touch and directly interact with the furniture itself, the display spaces are designed on a human scale with a curvilinear line wrapping the space to link the human dimension and the minimalist line that epitomizes MDF Italia.

We used the sensuous and wavy form of the walls to demarcate spaces on one side of the space, while inviting the visitor to move across to the other. In this way, we created movement and a means to lead visitors between the different spaces.

MDF Italia New Showroom
MDF Italia New Showroom
MDF Italia New Showroom

To set the stage and enhance the MDF pieces on display, the decision was taken to use a timeless material such as concrete and not to introduce any other material.

In consequence, the space serves as a blank canvas against which to showcase and accent the MDF furniture and decorative items in the changing displays.

In consequence, the space serves as a blank canvas against which to showcase and accent The MDF furniture and decorative iteams in the changing displays.

MDF Italia New Showroom
MDF Italia New Showroom

MDF Italia New Showroom
MDF Italia New Showroom


MDF Italia New Showroom


Pitsou Kedem Architects
T +972 3 6204493 F +972 3 6292835
Pitsou Kedem Architects
Maze St 39, Tel Aviv-Yafo, Israel