The project for the Casellette headquarters of Proma Group was developed with the aim of redefining the company’s entrance and representative spaces, specifically those related to its production of leather seats for partner automotive brands. The intervention focused on the reception and showroom areas, with the goal of making the company’s industrial identity visible and tangible through a spatial narrative that is both coherent and immersive.
The showroom was conceived as an experiential exhibition space, where elements from Proma’s production are reinterpreted as design features and architectural installations. The back wall, built with vegetal materials and live plants, houses a library of real samples showcasing the various finishes available for automotive seating: a tactile and visual archive designed as an interactive tool for both communication and technical reference. Adjacent to this area are two thematic lounge zones: an automotive area, where Ferrari car seats are transformed into iconic lounge chairs, mounted on a custom-designed base, accompanied by a coffee table made from an original Formula 1 wheel and a nautical area, more fluid and intimate, inspired by the world of technical upholstery and soft curvatures, using materials typical of the marine industry. Even in the reception area, Proma’s production elements are highlighted: their leather materials are used to upholster desks and seating, turning raw material into architectural surfaces.
The project, curated by AOT – Architecture Of Things, delivers a space that is functional, representative, and deeply tied to identity. A place where design doesn’t just contain activity, but actively tells the story of the company with clarity and originality
