BARILLA PAVILION, PARMA

Target

The benchmark, which guided us in the design phase, has been to consider the Barilla Pavilion as a Landmark, an Icon.

Located in just out Parma, the first Italian city declared a World Heritage Site by UNESCO for his gastronomy and main center of the Food Valley, the Barilla Pavilion’s target is to erase the boundaries between the company and his visitors by developing a place that is the best location to illustrate worldwide Barilla’s history and its vision for the future and, moreover, a place for experimentation and sharing ideas.

The proposed project want to develop a place whom is coherent with Barilla’s philosophy, summed in the motto “Good for you, good for the Planet”. This mean a commitment towards the customers, the employees and the environment, and to build a better future.

The Pavilion, is an architectural mark, being recognizable in the surrounding landscape, but also an entrepreneurial bulwark; it’s a meeting place for the community as well as a center for events, experiences and exclusive contents, a location where Barilla can freely experiment and search for a dialogue between its world and its visitors. The Pavilion will became a place for public events, where people would know better products and the chain of production, and an experimentation place, where to organize educational and cultural meeting.

The Pavilion become a 360° experience: meet, describe and experiment, learn to share and grow.

Concept

The design task focused on the territory and a reinterpretation of the agricultural tradition; the geometries of the wheat fields shape the outside terrain, and layout inside a liquid space, the function of the pavilion. These are inside “Pods”; solid objects which floats in the open-space of the pavilion, with different finishing and dimension depending on their function.

These elements define the most “private” functions (kitchens, start-up offices, stores and restrooms), in order to define their inner space more precisely, in favor of a better spatial freedom outside them. The function and the dimensions of these Pods are dictated by a matrix, a formal rule, which intend to create a Hierarchy within the entire system. The conference room lies in the biggest Pod, while the other functions in the smaller ones.  The function system follows a second level of development; in fact, every “macro-function” is characterized by a main pod (usually the bigger one), to which smaller ones are placed, in order to better state their function.

The pavilion experience start outside it with a pedestrian path that cut through a field realized with wheat and different experimental crops. The landscape is thought as an element that evolves with during the different seasons, experiencing the different fragrances and colors of the nature and of the ground where Barilla born. The space of the pavilion is thought as a big “liquid” space, open and transparent, where the different activities are organized in big and small volumes, the human-pod. That translate in two levels; the ground level is intended much more for the public functions, characterized by all those activities linked to the Barilla’s culture: new shops, Sapori Barilla, Barilla for food and nutrition and the big conference room. The first floor will host the start-up instead. The element that links all these functions, in order to make them complementary, is the Experience Area; a big lobby in which the guest is guided through all Barilla’s research fields.

The element that breaks the schema just described is the one which contains the Barilla’s Collection, a big exposition hall that develops over three levels and that will host Barilla’s Family Collection. This element, to safeguard its autonomous use, lies just outside the pavilion, but its protected by the big roofing.

Sinuous and Kind

A Pavilion whom develop horizontally and express its personality with its shell and shape. The volume is produced by two ellipses concentric but not aligned; the recall of the brand and of the egg is declared. An elliptical façade completely in glass opens on the nearby farmland, protected by a sunblind realized with white vertical pipes. This verticality recall the image of a wheat field with its spikes. This system protects the glazed wall by the direct sunlight, but at the same time it becomes a catalyst and a diffusor of natural light towards the inner spaces. Doing so, the pavilion do not display itself as an imposing element, unlike other volumes built on the Bologna-Parma highway. Here the urban marketing operation is created by lightness, sinuosity and “kindness”. An architectural feature, built by a sunblind whom resonate under the sunlight and, during the night invert its direction by showing what it contains.

Alimentary Lot

The building site will dispose of a GPS so that people inside the building, aided by an app on their smartphone, can live a unique experience. Tales, explanations, videos, games and everything conceivable, will be at people’s fingertips.

Technical sustainability

The main criteria for the sustainability of the project are:

  • Zero Energy Building;
  • Energy from renewable sources (geothermic and solar);
  • Maximize the building performance to reduce the required energy support;
  • Radiative heating and cooling system;
  • Natural ventilation;
  • Natural light;
  • Plants high efficiency;
  • Maximum surface for green and drainage;
  • Plant based sewage-treatment facilities

Miniaml vertical structure with light lenticular spatial roofing