Arena: Euroflora 2025 – Genova
Site: Genova –
Year 2024 2025
Architectural Design: Matteo Fraschini – Urges S.R.L – Sara Novarese
Structural Design: Ing. Alberto Triulzi
Construction: Impresa Valagussa, Sala Guido Legnami
Management: Sara Santambrogio
Client: Porto Antico S.P.A.
The general masterplan for the competition had as one of its key themes the idea of enhancing the skills and passions involved in Euroflora. For this reason, along the exhibition route, we have introduced four spaces, which we have renamed “Arenas”, to embody this role.
Having attended trade fairs across Europe as a visitor, I have always been struck by how many stands feature a designated area for product presentations. Often, each stand corresponds to a space, typically small and not particularly representative.
In the context of Euroflora, where green installations are undoubtedly the central theme, we thought the space for sharing knowledge, experiences, expertise, and passions could be public and shared. I liked the idea that this space would not belong to any one entity in particular.
We thus envisioned designing a structure using pallets, arranged in concentric circles to evoke the image of an arena—or even an amphitheater. In Piazzale Kennedy, the arena features a roof that provides protection from the sun for the spectator. The arrangement of the supporting elements has a variable section, creating the image of an opening, a blossoming of the roof structure itself.
