DEX Showroom in Osmannoro, Firenze, designed by Italy-based firm Studio 63 architecture and design. The showroom is given identity by the facade design that appears like a pixelized picture of the trees, filtering the natural and indoor lighting between inside and outside, creating a dramatic screen along the street.
+ Project description below courtesy of Studio 63 Architecture + Design, text by Alessandra Orlandoni
The building was commissioned by DEX S.p.a., a company owned by Tanini family, and designed by the team of Studio 63 Architecture + Design.
Located in Osmannoro, the flat industrial area North of Florence littered with undistinguished warehouses, the project addresses the client request, which was that of giving the building a strong identity in order to make it noticeable among its surroundings.
Unexpectedly a row of trees runs along the plot, and that was the inspiring source that leaded the team to design a quiet and cheering architecture, which dialogues with the context, softly taking place in it but being at same time strongly characterized.
As a contrast with most of the buildings in the area, which are solid and set with neon lights and giant advertising billboards, DEX showroom concept is that of silence, dematerialization, and presence/absence.
The guidelines of the project are leaded by the search for a dialogue with the landscape, obtained through the understated elegance of the façade that reflects and amplifies the row.
Made by 270 laser-cut metal frames painted white – which holes change in dimensions and distances – the skin of the building appears like a pixelized picture of the trees that are in front of it.
This kind of metalwork allows the façade to change its aspect according to the change of the external daylight as well as of the night inner light. In this way the skin becomes sort of theatrical flat that mediate the relationship between the outside and the inside.
The façade is interrupted by a long display-window that shows off the inside designed like an art gallery where the products of Devon & Devon and EX.T (the two brands of DEX S.p.a.) are placed and displayed like installations, so to express at their best their singularities and differences.
The exhibition hall develops as a long alley elevated from the ground level of the entrance. The floor of this space is made of wood and three three-dimensional large frames divide the exhibition area in three different parts, each one dedicated to a different brand.
All walls are treated with polished concrete and three different colours – white, grey and black – are used on each frame’s background is order to recall each brand’s logo.
+ Project credits / data
Photos by: Yael Pincus
Lighting: Davide Groppi
Façade skin: Danieli lasercut
Façade lighting: Targetti
+ About Studio 63 architecture and design
Studio 63 architecture and design is based in the historical center of Florence Italy. The fruitful encounter between Piero Angelo Orecchioni and Massimo Dei led to the foundation of Studio 63 in 1998. By 2003, Studio 63 inaugurated its New York City office, by 2005 its office in Hong Kong and by 2008 its office in Shanghai.
Their creative team is composed of gifted professionals, coming from various disciplines, working together in a fertile and challenging multi-cultural exchange.
A strong identity is the hallmark of our projects. This identity is the result of extended research, creative proposals and deep respect of the contemporary language criteria.
Studio 63 is operating in more than 25 countries around the world managing to the last detail projects from concept development through design and planning towards their complete achievement. Their specialties are retail design and hotelier.
The creative process is an intense journey shared with the client. Only close collaboration and understanding can lead a project to new horizons. This practice is inspired by a continuous research and the blend of various artistic disciplines. Each project is a new opportunity for growth and development.