Light as experience.

The iGuzzini showroom in Recanati is based on a scenography created by Artec Studio, conceived as a spatial system where light becomes the main building element. More than an exhibition space, the project works as a tool to understand, experience and communicate light in real conditions.

The intervention is located within the company’s headquarters and develops across approximately 1,200 sqm of indoor space and 280 sqm outdoors. Set in a subterranean level with limited height, the project addresses this constraint by using light to reshape perception, creating depth, hierarchy and spatial clarity.

The showroom is organised as a sequence of interconnected spaces, each one focused on a specific application of light. The visit is conceived as a flexible journey, with different possible routes and durations, allowing both guided and self-directed experiences depending on the visitor profile.

The experience begins in the outdoor area, where lighting is explored in relation to landscape and architecture, both during the day and through controlled night-time scenarios. It continues into the foyer, a transition space that introduces the identity, history and values of iGuzzini through a combination of product display and digital content.

At the centre of the project is the Light Theatre, a 300 sqm auditorium designed to host up to 150 people. This space operates both as a presentation room and as an immersive environment, where light becomes the main actor. Through a system of programmed and controlled scenes, it explores different approaches to light—Invisible, Human, Guide, General, Shape, Graphic and Color—allowing visitors to directly experience how each one defines space, perception and atmosphere. The space can shift from a functional setting to a fully scenographic environment, combining light, time and sound.

From the Light Theatre, the showroom extends into a series of spaces dedicated to different sectors, including Culture, Hospitality & Residential, Retail, Working environments, Urban applications and Intelligent Light Solutions. Each area presents lighting in a specific context, allowing a direct understanding of how it performs across different uses, scales and spatial conditions.

Throughout the project, the experience combines three complementary layers: emotional, didactic and practical. Visitors can perceive the effects of light, receive information about its principles, and interact with the products to better understand their design and performance.

The project follows a clear scenographic logic where light structures the space, defines the atmosphere and guides the visitor. Architecture acts as a support, while the narrative is built through sequences, transitions and controlled perception.

The result is a showroom that works as a platform for knowledge and experience, where light is not only shown, but understood, tested and experienced.