Concept visualisation
Story Room for marble, natural stone and surfaces
Let people experience the surface before it enters the project.
Samples, slabs and applications become a physical, interactive journey. Architects, buyers and customers compare what matters and finish with a sample, specification or quotation.
Story Room 180°: EUR 20,000–24,000 + VAT · Physical configurations start from EUR 26,000 + VAT. Scope is confirmed after the technical review.
Before and after
From an isolated sample to a project choice.
Before, visitors imagine the slab, light, variation and application from a fragment. After, they touch the real surface, see it at scale and in context, compare alternatives and leave with a selection the commercial or technical team can use.
The sample shows
Colour, touch and finish in a real fragment—the essential basis for perceiving the material.
The Story Room connects
Full slab, origin, variation, light, fabrication, application and the next commercial step.
Role-based journeys
The same surface. Three different decisions.
The core story stays consistent while criteria, technical depth and final action change for the designer, buyer and person who must fabricate or sell the material.
Architects and interior designers
Scale, veining, light, combinations, applications, details and fit with design intent.
Buyers, contractors and developers
Availability, continuity, performance, maintenance, installation risk and supply reliability.
Dealers, fabricators and clients
Finishes, fabrication, compositions, alternatives and a clear path from preference to quotation.
Visitor journey
Intent → material → composition → validation → action.
Each chapter answers a choice question: what the project must achieve, how the material varies, how it behaves in space and what must be verified before specification or ordering.
- 01
Design intent and choice criteria
- 02
Origin, material and range of variation
- 03
Slab, veining, finish, light and composition
- 04
Application, fabrication, installation and maintenance
- 05
Next step: sample, mock-up, specification or quotation
Commercial outcomes: Sample or range board · Mock-up or technical meeting · Specification or quotation.
Configurations and investment
Four scopes. All include Experience, Activation and Measurement.
The range depends on the space, authentic samples and interaction level. Original productions, media, building work and out-of-scope integrations are itemised separately.
Story Room 180° Core
The complete 180° system with a first journey based on supplied materials.
EUR 20,000–24,000 + VAT
- Curved screen and dual projection
- Touch kiosk, sound and lighting
- Software and branded web app
- First journey from supplied materials
Essential physical Story Room
The Core with a selective physical fit-out and company objects integrated into the journey.
EUR 26,000–32,000 + VAT
- Everything in the 180° Core
- Essential spatial design
- Authentic materials and objects
- One main physical interaction
Complete physical Story Room
A complete brand experience with scenography, multiple objects and interactions designed together.
EUR 32,000–45,000 + VAT
- Everything in the 180° Core
- Scenography and textured surfaces
- Multiple objects and interactions
- Selected environmental effects
Bespoke Story Room
For geometries, visitor flows or integrations with specific requirements.
From EUR 45,000 + VAT
- Large machines or multiple rooms
- LED, domes and special projections
- Configurators and existing systems
- Original and multilingual productions
Want to check the space and equipment first? The technical and configuration sheet summarises requirements, inclusions and support.
The complete system
Real material, visitor programmes and measurable opportunities.
The room makes the choice clear. Activation brings practices, dealers and clients into the journey. Measurement links preferences, samples and specifications to the sales pipeline.
Story Room
Samples, slabs, origin, variation, applications and technical data become a permanent journey.
Activation
Project visits, architect days, training, launches and trade-show follow-up receive coherent invitations, calendars and materials.
Measurement
Selections, samples, mock-ups, specifications, quotations, orders and margin can connect to the CRM.
Invitation → visit → selection → specification or quotation → margin.
See the ROI methodWhen to use it
One room. Four commercial programmes.
- 01
Project visit
The journey starts with context, constraints and visitor role and ends with a usable selection.
- 02
Architect day and training
Materials, applications and details become a short session with tracked follow-up.
- 03
Collection launch
New ranges and cases enter appointments for practices, dealers and customers.
- 04
Trade-show or campaign follow-up
Qualified contacts revisit relevant materials and interests in the showroom.
Reference showrooms
The best spaces combine material, scale and advice.
Public references show that the sample remains central, while settings, large formats, expert advice and events help specifiers understand surfaces in context.
Touch, compare and see at scale.
The showrooms combine physical samples, large-format slabs, real settings, technical advice, ateliers and professional events.
Cosentino · official source 02 · Florim Gallery and Flagship StoresMaterial, advice and education.
Florim spaces combine surface exploration, technical areas, design advice, events and dialogue with architects and interior designers.
Florim · official source 03 · Atlas Concorde Park StudioFrom slab to a design ecosystem.
The 3,000+ m² space combines large slabs, settings, furnishings, personalised journeys and discreet technology.
Atlas Concorde · official source 04 · Marmomac 2025The professional audience already exists.
Marmomac reports 1,400 exhibitors, 50,000 visitors and 66% international operators: a concrete base for showroom invitations and project meetings.
Marmomac · official 2025 dataIndependent public references, cited for the design principles described.
Measurement and return
Return comes through samples, specifications, orders and margin.
Before the project, we define total cost and economic actions. We then connect visits to selections, mock-ups, technical meetings, specifications, quotations and orders.
Actual use
Sessions, qualified visitors, role, language and completed journey.
Selection
Materials, finishes, samples, range boards, slabs and mock-ups requested.
Pipeline
Technical meetings, specifications, quotations and opportunity progression.
Value
Orders, revenue and contribution margin linked to the agreed journey.
Data, research and measurement method
Measurement starts with data the showroom and sales teams can use: qualified visits, role, selected materials and finishes, samples, mock-ups, technical meetings, specifications, quotations, orders and margin. Comprehension and recall add context when they help improve the journey.
Touch informs evaluation when texture and finish matter, so the authentic sample remains part of the journey. Comprehension and recall improve the experience; economic return is read through commercial actions and margins.
Frequently asked questions
What to know before assessing the space.
Which marble and surface companies is it designed for?
Quarries, stone companies, ceramic and large-slab manufacturers, fabricators, distributors and showrooms that host architects, contractors, dealers or customers and link visits to samples, mock-ups, specifications, quotations or orders.
Does it replace samples, slabs and mock-ups?
It puts them at the centre. Samples convey touch, colour and finish; projection shows scale, variation, origin, processing and applications. Final validation continues with the relevant sample, slab or mock-up.
How does it handle natural-stone variation?
The journey can show the block, available slabs, colour range, veining, bookmatching and selection criteria. The agreed range is then verified with real samples or slabs before ordering.
Is it useful for ceramics and technical surfaces?
Yes. The journey adapts to collections, formats, textures, performance, applications, fabrication and installation systems. Visitors compare alternatives and retain the selection for advice, samples or quotations.
How is showroom return measured?
Qualified visits are linked to selected materials, samples, mock-ups, technical meetings, specifications, quotations, orders and margin. The business case starts with break-even and real commercial data.
How is it updated as collections and availability change?
The interface and content are designed to update materials, finishes, slabs, applications, cases and languages. Autonomy, data sources and support are defined in the offer.
How long does delivery take?
On average, three to six months from quotation to turnkey delivery, depending on the space, sample range, available content, building work, approvals and integration.
How much does a Story Room for marble and surfaces cost?
The 180° Core costs EUR 20,000–24,000 + VAT. Physical configurations start at EUR 26,000–32,000 + VAT. Space, samples, scenography, interaction, data and original productions determine the final scope.
Initial guidance
Start with the sample range and the decision you want to facilitate.
Share your name and email. We assess audiences, visits, range, space and commercial outcome before recommending a configuration.
Only name and email are required. You can add space, visits and objectives in the optional step.