In 1969 Barilla opened the world’s largest pasta factory in Parma, Italy. In 2018, the brand set in motion its next chapter: an expansion of its campus that would marry industrial production with culture and community. As part of Barilla’s design competition for the campus expansion, 2x4 proposed a design for the Pavilion building.
We united the concepts of Factory and Table throughout the Pavilion’s architecture and program. Our two-pronged approach to architectural iconicity references the intersection between a transparent production facility and a welcoming community space. Sapori Barilla, the organizing spine of the Pavilion, comprises three test kitchens and a restaurant. In and around the Pavilion, event areas form a dialogue with the rest of the campus and encourage interaction between Barilla employees, locals, and tourists. This effort brought together a range of disciplines, merging architecture, exhibition and environmental design, experience strategy, and branding.
