We open the new Florim concept store at Matter
Matter Barcelona hosts Florim's third Concept Store, after Berlin and Paris: full-scale settings in which to see and compare its porcelain stoneware.
Events3 min read
Last Thursday we held a very special event at Matter Barcelona: the official opening of the new Florim Concept Store in our showroom on Can Segalar street. The space is the result of a collaboration between two brands that share a common vision of design, quality and innovation, and it makes Barcelona the third city with a Florim Concept Store, after Berlin and Paris.
The opening of this new setting allows us to offer architecture and interior design professionals a complete experience of Florim's ceramic materials. At the opening we welcomed many professionals from the sector and friends of Matter, at an event that served not only to present the space but also to reaffirm the value of the strategic alliances that help us keep growing.
A space for a shared vision
Jordi Antonijoan, founder of Matter, highlighted the strategic approach behind this new space:
“Today we are not just opening a new space; we are celebrating a collaboration that reflects how we understand our work at Matter: with rigour, closeness and a real commitment to the value we bring to professionals.”
The opening was also attended by a team that travelled from Italy for the occasion: Beatrice Lucchese, a member of Florim's board of directors and, since May 2026, the company's chief executive; Marco Porpora, the Reggio Emilia architect responsible for the design of the Concept Store; and Barbara Contini, from the brand's sales team.
During the talk, Óscar Villamarín, Senior Sales Manager at Florim, shared the company's vision and explained how this space in Barcelona fits into its global strategy of staying close to design and architecture specifiers.
What a Florim Concept Store is
A space dedicated to a single brand, within a leading showroom.
Florim distinguishes between two formats of its own stores. Flagship Stores are brand spaces in major capitals —the first opened in Milan in 2009, and today there are also stores in New York, London, Paris, Rome, Frankfurt, Singapore, Abu Dhabi and Los Angeles, among other cities. Concept Stores complement them: according to Florim, they are spaces dedicated entirely to its brands, developed together with its main clients, to promote its products and the Made in Florim philosophy, and open both to design professionals and to private clients.
The Barcelona store, developed with Matter, follows those in Berlin and Paris. Florim is an Italian ceramics group founded in 1962 by the engineer Giovanni Lucchese in Fiorano Modenese (Modena), where it still has its headquarters. It manufactures porcelain stoneware for architecture and interior design under brands such as Florim, Floor Gres, Rex, Cedit, Casa dolce casa, Casamood, Cerim and FLORIM stone, and since 2020 it has been a Benefit Corporation with B Corp certification.
Full-scale settings
Materials are better understood once installed than as a sample.
The space is organised into complete settings —living room, bathroom and bedroom— and clad volumes that show the tiles on floors and walls at full scale, with the lighting and furniture of a finished interior. This makes it possible to compare formats, finishes and effects, and to see how the same material behaves on large surfaces, at junctions and in wet areas. Among the volumes, one stands out clad in SensiTerre, the clay-inspired collection designed by Matteo Thun and Benedetto Fasciana.
An opening linked to Material Bank
The opening of the Florim space coincided with our recent alliance with Material Bank, which made it possible for all guests to receive a special gift from Florim, managed through this platform. A gesture that strengthens the synergy between digital innovation and material excellence.
Florim is one of the brands available on Material Bank, the sample search and delivery platform with which Matter formalised an alliance in 2025. For specifiers, this makes it possible to combine a visit to the physical space with ordering samples from the studio.
The opening in pictures
We look forward to seeing you at Matter Barcelona
With this opening, Matter Barcelona renews its space so that it continues to be a leading meeting point for design professionals. We are deeply grateful to Florim for its trust, and to everyone who visited us and shared this moment with us. This is only the beginning!
The Concept Store is at Matter Barcelona, Can Segalar 6-8. If you are working on a project, book your visit: our team will show you around the settings and help you choose and order the samples you need.
