Photo by Stefano Anzini
An immersive exhibition exploring the many applications of lighting, from indoor to outdoor, from private spaces to public environments. The new iGuzzini showroom has opened in Recanati, at the company’s headquarters: 1,200 square meters (plus an additional 280 square meters outdoors) dedicated to professionals in the field, offering a complete, engaging, and hands-on experience of light across different contexts.
Here, designers can identify the right solutions and understand how different scenarios truly affect the perception of a space or an object. They can also interact directly with the products, mounting and removing fixtures from electrified tracks with a simple gesture, or swapping optics with a single click.
The Light Theatre: beyond theory
Set among the rolling hills of the Marche region, within the Group’s headquarters—home to both executive offices and production—the iGuzzini showroom unfolds as a journey through the company’s vision of light. Visitors are welcomed by the Echoes collection, which comprises re-editions from the brand’s historical archive and is characterised by its strong decorative identity.
The first space encountered is the Light Theatre, an auditorium that can host up to 150 people. Designed by Alfonso Femia of Atelier(s) Alfonso Femia, it is conceived as an emotional theatre in which nine pre-set lighting scenarios developed by Artec Studio are activated to demonstrate how materials, spatial depth, and emotional perception can change dramatically depending on the lighting conditions.
Warm or cool light, the use of color, accent lighting versus ambient illumination, each choice reshapes the experience of the space.
Hundreds of lighting solutions: from culture to urban environments
The design of the showroom itself is also by Alfonso Femia, organized as a sequence of rooms representing different “fields of application” for light. These include Culture (galleries and museums), retail, hospitality, and residential, working environments, urban contexts, and a dedicated focus on smart solutions, connected, automated systems that can integrate music or push notifications. The space is intended not only for lighting designers, architects, and interior designers, but also for professionals such as system integrators and sustainability managers who visit the company each year.
A total of 1,600 precisely installed and programmed products allows designers to explore tailored solutions for every scenario, from ambient lighting to focused illumination on a single object. The showroom even demonstrates how the right lighting can enhance a painting or a designer vase.