MANIFESTO by Andrea Boschetti_Metrogramma “I’d like it to be a simple and at the same time complex space; a space that eludes the eyes but that is fully fixed in the mind; as refined as ceramic surfaces but as brutal as concrete…in short, we want to design a theatrical illusion that is true in itself. A place that engages the city, that is seen as a community space”. Andrea Boschetti _ presentation of the project.
SuperSurfaceSpace is before all else a constantly changing showroom dedicated to the cultural promotion of architecture and contemporary design in the city of Moscow, designed by Metrogramma for the IRIS GROUP (FMG, Fiandre, Iris Ceramica); The SuperSurfaceSpace in Moscow is the second space of the IRIS GROUP after the SpazioFMG gallery in Milan; these spaces are designed not just to display products but also to promote innovative design and others will be located in various international metropolises where the Modena-based ceramics group is market leader. Locations designed to host displays, exhibitions, events, workshops but also – and above all – spaces designed to become feelers and receptors of urban debate, points of reference in the cities where architecture, design, new ideas and technological innovation all interconnect.
The general concept of the project commissioned by the IRIS GROUP was created by Metrogramma Milano that has designed and completed the first SUPERSURFACESPACE in the city of Moscow; the Buromoscow architecture studio has been appointed to handle the programme and artistic content for the 2015 schedule of events at SuperSurfaceSpace Moscow.
In defining the identity image for the new IRIS GROUP showrooms around the world, Metrogramma’s idea is to showcase the corporate capacities – existing products as well as concepts – in spaces that can host cultural research and communication initiatives. The idea of constructing spaces closely connected to cities in a range of countries – and with a recognisable architectural image – means coming up with a whole new business marketing model and, more to the point, realising the importance of an innovative approach to our market entrance.
The spaces are always located in strategic urban locations, like cultural or creative districts. They are always easily accessible and always on pedestrian thoroughfares, a bit like “neighbourhood stores”. The architectural concept references theatre productions, the consummate transformation of spaces. The colour black, stage props, coloured lights, projections are the key elements of these places. Urban stages fitted out for cultural and artistic performances.
This is how the IRIS GROUP intends to establish itself as an industrial holding capable of providing concrete responses to the increasingly frequent demand for innovative and custom architecture and design products. To put it in a nutshell, SuperSurfaceSpace aims at securing not only the people interested in traditional floor and wall ceramics, but also those who are attracted by the idea of product development, an evolved kind of artisan product. Young architects, researchers and schools, universities – the professionals of the future – at the top end.
