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Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati

Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati

Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - Image 2 of 53Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - Image 3 of 53Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - HandrailFranz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - Beam, Handrail+ 53

Toblach, Italy
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Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - Handrail
© Marco Zanta

Text description provided by the architects. This building completes the area dedicated to luxury shopping in Toblach, South Tyrol of Franz Kraler’s brand.

Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - Image 30 of 53
© Marco Zanta

The project was born to expand the exhibition space of the structure and to link the original building to the surrounding area at the same time. In 2009 the first part of the project saw the complete reconstruction of the historic building with the complete refurbishment of the structure on the basis of an ancient project of the early 1900s.

Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - Facade
© Marco Zanta

The approach to the project therefore has a strong departure from the historicity of the building and the nature of the territory by type and nature of the materials.

Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - Beam, Handrail
© Marco Zanta

The materials are of course the ones in our area and the construction typology that adopts large windows results from the fact that they want to melt the building with the surrounding environment.

Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - Image 2 of 53
© Marco Zanta

The expansion that finds its execution in the summer of 2016 is the natural consequence of this evolutionary process.

Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - Windows, Facade
© Marco Zanta
Ground Floor Plan
Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - Image 13 of 53
© Marco Zanta

The project is spread over an area of ​​1300 square meters to create about 300 square meters of multifunctional space, a 600 sqm partially covered square and a series of accessories.

Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - Image 11 of 53
© Marco Zanta

Small volumes of the building were demolished, and in their place there was room for a partially undercover building, which has as its main objective to be discovered slowly by the visitor without flaunting magnificence but revealing itself slowly until the message is fully understood.

It is the earth, the mother of this place, and from within it precious jewels come out of us and look to marvelous prospects. But to grasp these aspects you have to enter inside the belly, discover how good this one can have, never stop at the first distracted look.

Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - Facade, Windows
© Marco Zanta

And then the great wall of 24-carat gold leaf symbolizes the importance of what's under the building, and the great eye on the dolomites gives us the opportunity to concentrate better on what we carefully look at every day without attention.

Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - Concrete
© Marco Zanta

Even in this second chapter, eco sustainability of intervention is of course the absolute protagonist, exasperating the concept of home climate to reduce consumption and dispersion to a maximum, transferring to commercial architecture for some years to this part is done in residential

Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - Image 43 of 53
© Marco Zanta

The care of the detail emphasizes the simplicity of the guidelines and the genesis of the few materials adopted for the intervention, making clear the spaces and functions. The new structure is a sort of gift that the Kraler Family has conceived for its place of origin by mixing business with a space available for events and events, made by anyone to mix the public with the private benefit of living local.

Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati - Image 37 of 53
© Marco Zanta

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Project location

Address:39034 Toblach, Bozen, Italy

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Location to be used only as a reference. It could indicate city/country but not exact address.
About this office
Cite: "Franz Kraler's Showroom / Studio Marastoni Architetti e Ingegneri Associati" 23 May 2017. ArchDaily. Accessed . <https://www.archdaily.com/871460/franz-kralers-showroom-studio-marastoni-architetti-e-ingegneri-associati> ISSN 0719-8884
© Marco Zanta

“天空是有形状的” Franz Kraler 展示屋 / Studio Marastoni Architetti e Ingegneri Associati

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