The Barilla Pavilion Parma, Italy International Architectural Competition

*Featured in Archdaily-Curated selection of Best Unbuilt Architecture 14/05/21

Concept
The Barilla Pavilion will become the new ‘symbol’ for Barilla but also a landmark and a new destination for the city of Parma. The strategic position of the pavilion near the existing entrance makes it the new point of reference and a point of departure for visits to the site. An iconic, gateway building giving a new public character to the industrial Pedrignano complex, becoming accessible for the public to visit.
Conceptually the work is driven by two strategic goals. First to provide the functional adjacencies of the accommodation to enable the efficient operation of the pavilion and secondly to celebrate Barilla‘s journey with a new flagship building.
The pavilion’s shape derives from Barilla’s strong established branding. – Barilla’s distinctive logo shape forms the outline of the pavilion’s roof, putting a ‘Barilla’ stamp to the Pedrignano campus with a new landmark building. This iconic pavilion will be visible from the motorway, the entrance area but also from any aerial views reinforcing Barilla’s presence in Parma.

The dramatic roof with the elliptical rooflights will provide the ideal backdrop for this research building providing a unique experience, combining gastronomy, history, art and culture.

The interior of the proposed pavilion has been arranged in an open plan layout to provide flexibility but also to promote interaction and collaboration. All the events that are taking place and the different spaces will be open and visible, inviting visitors to explore and participate. The dramatic roof with the elliptical rooflights will provide the ideal backdrop for this research building providing a unique experience, combining gastronomy, history, art and culture.
The ‘Experimental Projects’ and ‘Research Area’ as well as the open courtyard become part of the ‘Experience area’ inviting visitors to explore the different parts of the pavilion as they navigate through the building. Under one roof all the different spaces are following the same architectural language however the quality of each space is unique. The form, the light and materials used provide a different setting for each area. This open plan arrangement provides maximum flexibility for special events and future organisation of the pavilion.