The Restyling
of The Arena

Area 17 architecture and interior redesigns the company showroom within the Ariostea headquarters.
The Ariostea building complex is organized around a central open space where offices, exhibition areas, and meeting spaces converge.

The project rethinks their system of use and the pathways that define it, through the creation of a new building capable of revitalizing all the spaces.

The project successfully interacts with all the floors of the historic buildings, revitalizing the central courtyard and creating an external multi-level square with multiple perspectives.

A typical urban architecture is thus created, sculpted in three dimensions and generating endless views.
Its roof becomes a large tree-lined terrace that opens onto the main entrance, defining the welcome experience. From there, it guides visitors through an elevated walkway that connects green spaces with built environments.

Internally, the new volumetric expansion breaks away from the rigid layout of the old showroom, wrapping around the central square and benefiting from its views and natural light.
Dedicated to showcasing the most precious and monumental materials of the Ultra collection, the new expansion and the garden, bordered by a sculptural perimeter of green marble, are designed as an art pavilion where the precious stones take the stage as sculptures and essential volumes. These elements play with the natural light entering through the large windows, creating dynamic views with the outdoor spaces.

These large sculptural volumes, either suspended or embedded, traverse the building itself, shaping the pathways and the architecture that defines the upper terrace.

The exhibition space, created by the volumetric expansion, addresses the theme of storytelling through materials, fully embracing the company’s philosophy of “Vanguard by tradition.”