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The architectural idea and narrative unfold through symbolic forms that belong simultaneously to the Japanese brands, evoking geometric analogies that unify them in a recognizable meaning.
References to nature and technology, infinity (INFINITI brand) and geometric purity, the “Made in Japan”, circles for sunrise, linear lights sequence for the speed (reflected on the cars like stripes of wind tunnel test), space and light coexist in a single design language. Within this context, the sculptural staircase in the central entrance area becomes the metaphoric ascent toward the universal law of beauty: its dynamic spiral recalls an ephemeral vortex of energy, a symbol of spinning motion and ascending speed.
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Its form derives from the Fibonacci spiral—the sequence of simple circles and radius articulates the complexity of composition by geometric matrix to define the shape and for bending steel sheets into a sculptural form—executed through parametric software among CAD CAM process with technological precision. This central element is set within the “squaring of the circle,” the circular void that vertically crosses the two floors, culminating in the square-shaped skylight of the quadruple-height volume. The interplay between circle and square recalls universal archetypes while symbolically linking Italian design with mathematician Fibonacci, the Arabic origins of mathematical knowledge (rooted in the local culture), and complex algorithms behind the Japanese technological innovation.
The architectural space is designed without a traditional ceiling: instead, the ceiling is made of light. Linear strips of circadian light, choreographed in sequence, create a “digital sky” that enhances the perception of openness and infinity. This system is supported by sustainable strategies: circadian lighting by Robonica, fixtures by Austrian company Prolicht, contribute with the giant skylight and the glass facades to the extensive indoor greenery for air purification and CO₂ absorption, and hybrid ventilation systems.
Smart IoT solutions further enhance energy efficiency and environmental wellbeing. In the lounge areas, Japanese designer Nendo’s sofas for Alias embody the essential and refined aesthetic consistent with the overall vision.
In this peculiar case, where two brands of the “family” coexist under the same roof, the concept addresses the main architectural and interiors issue—the centrality of the single entrance—by transforming a limitation into an opportunity to invent a neutral zone in between . The central volume becomes a portal of symbolic monumentality, enhanced by a glass canopy, clearly expressing its role as main and common entrance. Composition of Flanking volumes defined by large special porcelain tiles, sandstone like, ventilated facade by special anchoring system and high-performance glass curtain walls emphasize this centrality, which acts as a neutral yet unifying threshold, a symbolic pretext to merge the two sister brands under a shared philosophy.
For all the floors, distinguished as per the brand guidelines with different material effects, and with the central neutral area, different types and sizes of porcelain stoneware produced by Casalgrande Padana were used.
Massive green areas in the internal space with tunable white LED managed by DALI software combine NATURE & Technology together to clean the ambient in the ideal compensation for the air pollution by traditional automotive.
Giant semi-transparent LED video wall, part of the dynamic façade in the urban focal point of the south-west corner, are displayed like modern digital local pattern (the Arabic traditional “mashrabiya
The new showroom at The Pearl – Doha doesn’t look at classic visual merchandising of automotive commercial buildings, but it want to emerge as a progressive architectural concept: essential, contemporary, and long-lasting, combining sustainability with flexibility. An environment where design, technology and symbolic meaning converge in a clear commitment to innovation, wellbeing, and cultural synthesis.
In 2006 Giampiero Peia founded the Peia Associati studio with Marta Nasazzi.
The studio carries out international design activities at various scales, from urban planning to interior design, from modular architectural design to the design of industrial products.
Numerous international awards received, including The Westin Resort in the Maldives, a complex of residential towers in Shanghai, the "Ikeda for Peace" Cultural Center, the Coca Cola Pavilion and its subsequent "Second Life" as a public structure in a park in Milan wins the Toward award at Sustainable EXPO Milano 2015. Finally, in collaboration with Robonica, wins the first prize at the Vertical Farm International Awards. The New Conference Room XIX at United Nations in Geneva has been completely renovated with the project of the PEIA studio. The capacity of the hall is 800 seats, with 320 seats and desks for the delegates of the States, making this assembly hall of 4000 square meters, the largest hall of the UN.
