HERE AM I
Our journey through the elements continues towards its final chapter.
After air, earth and water, fire now takes the stage. Its presence intensifies colours, alters textures and reveals new depths.From this transformation emerges a language of contrasts: light and shadow, warmth and tension, visible traces and shifting volumes. PRIMA’s new setting translates fire through the effects and variations it leaves upon the space. A setting where material, surface, product and atmosphere come together in a new form.
Beyond the Ordinary: a new perspective on contemporary hospitality.
Forms of Transformation
Terracotta walls set the temperature of the space. Above, large-scale botanical sculptures move through the installation
Around the sculptures, PRIMA brings together the elements of contemporary hospitality: sleep systems, textiles, cosmetics, minibars, accessories and bespoke objects. Distinct products meet within a temporary interior shaped by light, colour and proportion.
FIERA MESSE HOTEL @ FIERABOLZANO
19 – 22 October 2026
LUXURY HOSPITALITY CONFERENCE @ MELIA MILAN
23 October 2026
ALBERGATORE DAY @ LA NUVOLA ROME
27 January 2027
HOSPITALITY – IL SALONE DELL’ACCOGLIENZA @ RIVA DEL GARDA
01 – 04 February 2027
BE PART OF THE TRANSFORMATION
Design begins where transformation becomes visible. Under the influence of heat, light and material, surfaces shift, colours deepen and new forms emerge. Spaces no longer feel static, but like moments captured within an ongoing process: shaped, transformed, in motion. An invitation to experience fire not merely as an element, but as a force of design.
PRIMA On the Road has been taking us beyond the showroom for years, to fairs, places and encounters across different cities. Each stop becomes a new chapter: a space for ideas, materials and fresh perspectives on contemporary hospitality.
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