Blossom spring

Location: Rome
Area: 12.297 Smq – 45 shops
Client: Centro commerciale “Primavera”
Project time: 2007 – 2011

A shopping centre is characterised by numerous aesthetic and technical details. For the “Primavera” shopping centre, defining the access points was of paramount importance: the new escalators, the entrances from the terrace level, and the large entrance totem visible from afar, designed to host advertising inserts and neighbourhood information. A shopping centre that becomes a communal space and a place for intergenerational encounters.

We were responsible for giving Shopping Centre Primavera—located between Villa De Sanctis and Centocelle, a suburban area of Rome with a high population density—a completely new identity. The primary objective was to rediscover the character of the place and personalise its environments. Furthermore, we undertook both an aesthetic and functional renovation, but that was not all: since some of the surrounding and access areas were neglected and even unsafe, one of the key goals was to give the centre a renewed social and economic role by focusing on a project that would promote social integration between young people and the elderly.

The shopping centre develops over two levels and can be accessed both from the roof and from street level. Starting from this premise, the project and construction phases can be divided into three main areas:

1. The Roof
2. Street Level
3. Interiors

THE ROOF

Before the renovation work, the roof of the shopping centre already included a parking area as well as entrances leading to the shops below. However, several issues were present: the perimeter walls were too low and therefore unsafe; the green areas were bare and poorly maintained; and the coverings above the escalator shafts lacked bioclimatic qualities and were built with materials that exacerbated heat, turning them into real greenhouses.

Our first task was to rebuild the perimeter fencing, increasing its height to ensure greater safety. Equally important was the reconstruction of the structures housing the escalators: we completely redesigned the coverings using plasterboard panels pre-painted in white with a satin matt finish.

The “Gypton” panels by Gyproc are highly efficient thanks to the sound-absorbent fabric placed on the back, which optimises acoustic performance. The structure’s composition and ventilation systems improve climatic comfort by eliminating the greenhouse effect. On the roof stands a chimney stack that we clad with a flared aluminium element, inside which we installed signage made by Alucobond. Another key intervention was the inclusion of updated graphics indicating activities, shops and access points.

STREET LEVEL

The shopping centre is located below street level and consists of two floors. One initial proposal was to create a level pedestrian connection between the street and the second floor; however, the idea was dismissed so as not to disadvantage the lower level.

The entire façade was redesigned using modern and lightweight materials: its outline forms a horizontal parallelepiped onto which we added two large vertical totems with soft silhouettes to display the names of the centre’s main shops. Initially, the idea was to place a large screen on one of the totems to provide information not only about the shopping centre itself but also about the neighbourhood, turning it into a point of reference and attraction.

The entire façade profile and the totems were produced by Fils using expanded aluminium mesh, model “Academy”, featuring a play of folds that creates a smooth and contemporary appearance.

INTERIORS

The interiors of the shopping centre were designed according to a project developed by IED (Istituto Europeo di Design). As FAD, we handled the construction management and site safety coordination.

The IED project included the creation of a design on the existing flooring using carefully placed stainless-steel plates to form a honeycomb pattern, mirrored in the ceiling’s painted finish. For the interiors, customer restrooms were also renovated, custom furnishings replaced the outdated ones, a baby parking area was redesigned, and new LED lighting added a refined touch to the slab. The introduction of new signage—on columns and on custom-made totems—further improved the functional layout of the entire shopping centre.

The ultimate goal of the project was to ensure that visitors perceived a welcoming, familiar atmosphere, encouraging them not only to pass through the spaces to shop but also to stay, pause, relax, and socialise.

One could say that a new Primavera has blossomed!