Set along the Adriatic coast road, a classic urbanistically indeterminate non-place, this showroom for mobile phones demands architectural recognition for the way it defines the surrounding landscape. In a word: it seeks to catch the eye of passing drivers through its striking glass front, which actually acts like a sign thanks to a special feature with a fragmented mass providing a foretaste of the project contents, thereby drawing our attention towards the interior space. The design concept is inspired by the idea of a geological cataclysm embodied in the deformed masses. The famous Fifth Element is represented by the lack of any definite architectural image, typical of franchising.
LOCATION: San Benedetto del Tronto (AP), Italy