Brand Narrative space: Porcelaingres

Castellarano Showroom, (RE) 2025
2025
Completed

Fresh and visually charged, the new environment, designed by Giò Forma, turns the Castellarano showroom into a real-time storytelling

Porcelaingres steps into a new chapter with a Brand Narrative space that looks, feels, and communicates like the design world of today.

Fresh, immersive, and visually charged, the new environment, designed by Giò Forma, turns the Castellarano showroom into a real-time storytelling platform.

The concept is built around three identity pillars - Company, Values and Product -  reimagined through a contemporary lens.

As soon as visitors enter, a mirrored, wraparound environment sets the tempo: a brand that moves fast, reflects the world, and speaks the language of today’s digital culture.
On the left, an interactive timeline connects Porcelaingres’ history with global design milestones, a reminder that the brand has always looked outward, always stayed curious.

On the right, a modular grid of cubes mixes text, images, and screens. Through interviews and behind the scenes fragments, the people who shaped the company become the protagonists of a narrative that feels human, honest, and aligned with today’s content formats.

The journey leads to a full-height LED wall: the visual climax. The video of the showroom renovation expands across reflective surfaces that multiply perspectives, turning the space into an immersive, almost cinematic experience.

This Brand Narrative zone isn’t just an exhibition space. It’s a visual statement. A way for Porcelaingres to speak with a clearer, younger, more progressive voice, one rooted in innovation and in tune with contemporary design culture.

Showroom entrance to the mirrored brand space: a sage-green modular wall of screens and images beside oval niches – Porcelaingres Brand Narrative Space, Castellarano, Italy, 2025 – showroom design
Mirrored entrance with the modular timeline wall and the wall lettering Italian design, German quality – Porcelaingres Brand Narrative Space, Castellarano, Italy, 2025 – showroom designDetail of the sage-green cube grid with tilted screens, images and the timeline years up to Future – Porcelaingres Brand Narrative Space, Castellarano, Italy, 2025 – showroom design
Two visitors inside the mirrored corridor between walls of cubes, one pointing at a screen – Porcelaingres Brand Narrative Space, Castellarano, Italy, 2025 – showroom design
Close-up of the cube grid section titled Material, with text panels and backlit photos – Porcelaingres Brand Narrative Space, Castellarano, Italy, 2025 – showroom designEdge of the cube wall labelled Future beside a large video wall showing technical drawings – Porcelaingres Brand Narrative Space, Castellarano, Italy, 2025 – showroom design
Cube wall with portraits and video screens reflected in the mirrored ceiling and side walls – Porcelaingres Brand Narrative Space, Castellarano, Italy, 2025 – showroom designVisitor touching a screen in the Project section of the modular cube wall – Porcelaingres Brand Narrative Space, Castellarano, Italy, 2025 – showroom design
Visitor photographing a large video wall at the end of the mirrored passage – Porcelaingres Brand Narrative Space, Castellarano, Italy, 2025 – showroom design