DATA SHEET
Photo: MDP Mauro Davoli
In the flat, industrialized landscape of Casalgrande, Reggio Emilia, within Italy’s largest ceramic materials production district, the new Ceramiche Keope headquarters has recently risen next to a state-of-the-art production plant. This marks the completion of a significant brand renewal project, which is accompanied by the appointment of the new CEO, Yuri Beghi.
“A rather solemn, simple, contemporary architecture with an intrinsic elegance, without special effects,” introduces architect Guglielmo Renzi, who designed the building with his studio. “It was conceived from a triangle/pyramid shape” – a reference to the pictogram in the Keope logo, which, ‘flattened’ on the plan, inspired the trapezoidal shape of the building. The design features a large internal garden, ‘furnished’ and accessible to those who occupy the offices and exhibition spaces daily.
While the extensive courtyard features glass façades that illuminate the workspaces and balance the structure’s austere and rational character, the external base is solid and clad with Tivoly Ivory by Omnia, inspired by Travertine marble, topped by a flat, projecting roof.
Beyond the threshold, the ground floor expands into a covered square that houses the large, full-height areas of the lobby with reception, the auditorium, and the first exhibition pathway dedicated to the Keope collections. The expansive showroom, designed by Pierluigi Molteni Architetti, begins on the ground floor and extends outdoors with coverings suitable for exterior use. Additionally, the basement offers a journey through ceramic material in various contexts – from residential and hospitality spaces to work environments and wellness areas.
This type of showroom, designed for a highly specialized audience of designers and clients, is intended to demonstrate that “Keope products are like letters of the alphabet used to create complex narratives,” explains Pierluigi Molteni. “The product, when transported into the design world to be effective, must become memorable, becoming part of the design narrative. We’ve aimed to create an alphabet that can act as both an emotional and functional ally for designers, allowing them to interpret diverse perspectives and coexist within an increasingly fluid space.”
Currently on display are the collections introduced at Cersaie 2024: Versilia, inspired by precious Italian marbles, Lavica, a reinterpretation of the essence of Sicilian volcanic stone, Unica, a new collection that conveys the warmth and hues of natural oak.
