Interior and interaction design

for a showroom in Pont Saint Martin

May 2014


A full-immersion environment for a showroom designed for interaction and corporate communication.

dotdotdot has designed a showroom in Pont Saint Martin, Val d’Aosta for the Data Center Technology & Operations of Engineering, a leading company in Italy, specialized in software and IT services.

This communication-oriented ambience dedicated specifically to the clients illustrates the corporate values, the solutions, the projects and the projects through a demonstrative pathway has been designed to make the invisible visible.


Subdivision of the spaces, furnishing solutions, interactive experiences

The hub of the project is the ‘demo’ area where the clients will enjoy a full immersion and interactive experience, thanks to the large table used as a platform for navigating the multi-media contents.

This table provides direct feedback on the large curved video-projection wall; this adds a touch of scenographic impact that is transformed into a visual support of the contents.

On entering the showroom, the client immediately becomes the protagonist of the full immersion and communicational experience.

The different ambiences, split by function, are part of a single visual identity, expressing the corporate values of innovation, research, internationalization and growth.

The space has been designed to be versatile and flexible, to satisfy the different needs of the participants and the varying degree of communication required and the depth of investigation/research applied to the contents.

The furnishings have also been designed to guarantee maximum versatility.

The materials – full -depth color MDF (medium-dense fibreboard) and the colorways combine to project an overall visual identity that differentiates the spaces according to function.

The objective of the design was to use architectonic choices, the materials and color to explain to the client the study behind the interfaces, the infographs and the communication, with the perception of an ambience that is undeniably avant-garde yet extremely user-friendly.

The architects perceived the showroom as a visually unitary ambience encompassing several different functional zones.

Each is guaranteed appropriate privacy through the addition of an electric opaque glass partition that cuts across the two main ambiences: the ‘demo’ area and the ‘meeting’ area.

This technological blade controls the light to suit different requirements.


The demo area

The demo area is the nerve center of the entire showroom.

It was designed by dotdotdot to ensure the visitors a full immersive and interactive experience; this hall showcases the concepts of innovation and research through a system of intuitive and

natural interaction.

The table at the center of the space has been transformed into a control console and a platform for navigating the multimedia contents.

The functions and the features of the ambiences are managed by an iPad: for example, the layout of the hall, the lights and the music.


The multitouch table interacts directly with the large curved, video-projected wall that highlights and exalts the various contents of the table.

The media wall has considerable scenographic impact and transforms the space into an environment constructed around the visitor, to ensure that he enjoys a full-immersion sensory experience.

An auditorium in the demo area can seat 40 people; it has been created to mirror the shape of the long bench in the coffee-break facility, at the entrance to the showroom.



Ambhika Samsen

Marina Cinciripini

Giulia Ruzzenenti



Mauro Angelantoni

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