ajax-section SHOWROOM ROCA | DICOM



To change an old car dealer building of 650 m ² into a modern and curious showroom Roca in Sassuolo, mecca of the ceramics in Italy. The assignment was to create a space where visitors focus their senses on the exhibited material and at the same time to provide comfortable common areas for working.


A welcoming space made of curved lines, breaking the rigidity of the room. In the center, we place a circular zone of 154m ², isolated visually and acoustic of the rest. Inside this area we present four opened cubes where different ceramic atmospheres are performed. A delicate lighting in every cube and a tour designed by a green led line generates the intimate searched atmosphere.


The exhibition area help visitors to immerse themselves in the Roca universe while all the functional needs of the rest of the space are covered, including the facade and its bright white methacrylate totem.