The Modena Experience Center is the showroom for home appliances that attempts to capture people’s attention through its gargantuan massing. There are two main layers to the building; the body, made out of glass giving out a light expression that lifts the head, a great massive form from the ground. The facade for its lower part is made almost entirely out of glass, while the upper part is very massive and solid in contrast. The form blends its roof and walls of the two upmost floors, letting light through the first floor’s balcony. Its form also aims to be an icon, both for the brand and the district where it stands, distinctive itself from the standard showroom identity and also from the buildings around it. In the meantime, it was still cost-efficient with the repetition element of wood, iron and glass as its main material and finishes.