Calò Lenoci Showroom

The design of the new Calò Lenoci showroom represents the material and spatial narrative of a research journey that began during daring travels across Italy. This was an endeavour undertaken in collaboration with the client to explore and analyse, through field research, the state of the art in manufacturing culture, products and architectural materials intended for use within the spaces.The interior space draws inspiration from the intricate, labyrinthine layout of the historic centres of Southern Italy, of which Ostuni — the town where the building is situated — is an iconic example. Streets, alleys, open spaces and squares thus become design templates aimed at inviting visitors to venture in and “get lost”, discovering unexpected views, spaces and perspectives as they go. At the entrance, a spacious communal area conceived as a veritable “urban ”square” welcomes visitors. Visible from the outside through the large windows, the space is dominated by a large communal table: a meeting place where customers, designers and professionals can come together and share ideas, projects and experiences with materials. The exhibition space has been designed as a museum exhibition design, characterised by subtle, lightweight elements and interiors in light shades tending towards white. This colour scheme is a direct tribute to the setting of Ostuni, the “White City”, and the spontaneous and historic architecture of Puglia, with its traditional whitewashed walls. In this case, the white serves as a neutral backdrop against which to showcase and highlight the texture and craftsmanship of the products on sale. The concept “Out of the Box”, It defines the project’s spatial strategy, moving away from rigid, closed-off compartments in favour of fluid circulation routes. As in historic town centres, the various functional areas unfold within a single, large open-plan space. This solution ensures a continuous visual perception of the whole, whilst keeping the individual thematic areas clearly defined and interconnected. The new Calò Lenoci Showroom thus transcends the traditional concept of a retail outlet to become an immersive spatial and sensory experience. It is a place where the culture of design and manufacturing excellence blends with the deep-rooted cultural heritage of the local area, creating a welcoming, professional and evocative environment, ideal for guiding customers through the realisation of their own projects.