Mornico al Serio, November 16th, 2016 – Industrial Symphony: the name of Pedrali new showroom tells an industrial reality harmoniously moving through a symbiosis between tradition and innovation, engineering excellence and creative brilliance. Designed by Milan-based architecture studio Calvi Brambilla, the showroom has been set up in the headquarters of Mornico al Serio (Bergamo – Italy) where the company produces contemporary furniture for public spaces, offices and homes.

“A real industry, with very modern production plants, able to produce daily impressive quantities of pieces, with a constant quality control assurance: this was our impression on Pedrali since the very first day – architects Fabio Calvi and Paolo Brambilla said- We wanted the showroom, beyond enhancing the beauty of the products, to convey therefore the idea Pedrali is not just a brand, but a solid manufacturing company built on organisational efficiency”.

The project is inspired by the movements, rhythms and variations of a modern factory, an industrial symphony whose notes are the collections in plastic material, metal, wood as well as upholstered, exclusively Made in Italy. The attention to details and distinctive features of each product are enhanced by large moving display elements of different kinds that recall the common industrial trolley, a silent and useful object of anonymous design.

These modules, whose flame-red wheels and handles become unmistakable and characterising graphic signs, create a harmonious blend of beauty and practicality. Indeed, they can be easily moved to functionally and always originally shape the space of the showroom and they are alternated by single settings that recall the world of contract: from a contemporary bistrot to a hotel lounge, from a sophisticated pastry shop to a meeting room.

As a background of the new exhibiting areas, two walls each 18 meters long. One is completely covered with mirrors, which fast slide and fald away to enable a wider view of Pedrali whole products range. A new display has been also designed to host Compasso d’Oro, the prestigious award won by the company for Frida chair.

Design: Calvi Brambilla Architetti
Photogtaphy: Pedrali Spa