A furniture exhibition hall, MDF, in Mariano, Como province, Italy, was curated by Israeli architect Pitsou Kedem. A passionate and vibrant environment is created here, where the walls and separate rooms are tapered to allow fluid and flexible lines to guide the visitor on a visual and sensory journey to discover the product. The smooth and flexible lines create a visual journey to discover new collections.

The design process for the showroom arose from an aspiration to create a soft and all-encompassing environment where walls and free-standing room dividers would taper away in fluid and flexible lines, subtly hinting at MDF Italia’s DNA.The envelope is constructed of a concrete material in a variable rhythm of solid walls whose linear perforation turns them into supple louvres creating movement and drama.From the outside, the louvres provide a glimpse into the interior space and its displays and, in so doing, create curiosity and draw people into the showroom.

The new showroom, which features curved lines and solid interactions, covers 400 square metres. "We used the sensuous and wavy form of the walls to outline the space, while inviting visitors to walk through and see them," said architect Pitsou Kedem. Clay is used as the only decorative element of the building, enhancing the uniqueness of the product through its materiality.