Mirafiori Motorvillage
Retail
Turin | Italy
2016
Architectural Design
GTP - Gruppo Thema Progetti
Photo
Antonino Ciddio
It is light that defines and gives character to the space at the Motorvillage, the largest car showroom in Europe entirely dedicated to cars produced by Lancia, Jeep, Alfa Romeo and Fiat. Located inside the historical Fiat Mirafiori factory site in Turin, it has many unique characteristics such as its new lighting system designed by GTP and installed in collaboration with Targetti.
The Motorvillage is a large open space that was created by transforming two disused warehouses: once the former Fiat saddlery, it is now a macro-container that is designed to portray different atmospheres depending on the car models on display, with an underlying goal to combine the new format with the historical memory of an industrial plant. The regularity of the building plan follows the standard outer casing while inside the fluid path takes the visitor from the entrance to the areas of interest through seating areas or mixed-use areas.
Renewal of the previous lighting system focus mainly on rationalisation and energy saving (-40% with higher average lighting levels of 30%). A system with less visual impact and easier to manage even in terms of the system because it frees up space, contains glare and enhances a unique environment, yet differentiates on a perception level. This is the reasoning behind the use of DALI tracks with a grey finish that harmonise well with the existing trusses. Installed on these supports are RAY professional projectors also with a grey finish and LED technology to light the areas dedicated to Alfa and Jeep brands; Spot optics for the focus areas, details and logos and Flood for the cars and graphics.
