FIAT INDUSTRIAL VILLAGE | Carlo Malerba

Iveco Company, following the most important international
brands, in 2008 decided to give to the “ex painting”
industrial building a new commercial and assistance
intention.

In December 2010 Carmadesign won the tender for the
project of the plant of about 8.000 sqm with in addition
the surrounding external area.
The planning idea was based on the industrial precision
and on the study of the existing environment all around. A
study that considers the creation of a new strong and
visible protagonist, avoiding in this way being
overwhelmed from the existing, but being recognizable
and related to the new purpose.

Everything used belongs to the industrial world: the
overlapping volumes and their wood “skin” remind to
containers and box packaging evoking games of balance
with the high portals reminding to the inside of the warehouses;
the places with technology exposed remind to
the production line in the factory nearby; the wide technical
drawings on volumes remind to the product technology.
Layout, position and dimension of the new volumes have
been chosen not only to satisfy Customer requirements,
the new layout aims to arouse new emotions, to compare
the new protagonists with the existing environment, a
space that communicates commercial messages in a
dynamic and flexible way during the time.

The most important choices have been the position of
the offices on two levels on one side, in the central part
the technology, on the other side the display area/showcase
raised to make products more visible from the
outside; everything is white. On the two end-points there
are the coffee area and the shop area completely built
in chestnut wood.
The gallery of historical products is part of the project,
placed in the inside part in parallel to the commercial
ones; a space with entrance through a large door, that
hides the existing, when is not accessible. All the scenic
design is realized with wood structures reminding to the
pallets.

Finally, the external area is part of the new commercial
function through a signs system especially designed and
powered by solar panel representing all the Brands.