After the opening of the New York showroom, this lively district is the destination designated by Iris Ceramica Group to strengthen its international network of exhibition galleries, bolstering the corporate presence in London of the company and of the group's brands: Ariostea, FMG Fabbrica Marmi e Graniti, Fiandre Architectural Surfaces, Iris Ceramica, SapienStone and Porcelaingres. The new exhibition space, officially opened on 20 June 2019, is spread over three floors in a building with a strong industrial character, at 61-67 Old Street. The total area covered is 600 square metres; the layout of the spaces was designed by Area 17 differentiating the layouts between the floors and allowing the ceramic surfaces to guide visitors. On the ground floor, the public is welcomed by the typical atmosphere of a city boutique lounge with large full-height windows facing the street and waiting areas inside. The basement leads into the more intimate atmosphere of a Wellness SPA, and into the side niches dedicated to the bathroom. The top floor is reserved for the evocative industrial-style collections aimed at business.
The architects of Area-17 used different contexts to highlight the versatility, characteristics and beauty of the collections of high-end porcelain stoneware, produced by Iris Ceramica Group. They created fluid spaces that can be transformed as needed to become co-working stations, conference rooms or lounges for events, and where the Group's best collections are used to create highly inspiring environments. Federica Minozzi, CEO of Iris Ceramica Group, during the brief welcome talk at the opening, explained to the public the concept of a showroom like Iris Ceramica Group London: “everything that you have the opportunity to admire today in our new gallery can be produced and purchased: from surfaces, to furniture, to gift items. Our goal today is not, in fact, to give visibility to our wide range, but to create beautiful, functional and efficient solutions. I hope that this showroom will soon become a place of reference where architects, designers and planners can meet to exchange ideas, interact, inspire and be inspired.