THE ARCHITECTS SERIES – A DOCUMENTARY ON: PININFARINA ARCHITECTURE
The Architects Series – A Documentary on Pininfarina Architecture is the latest installment of the series produced by THE PLAN Magazine in partnership with Iris Ceramica Group dedicated to the most interesting and innovative practices operating in Italian and international architecture. In this episode, we’ll explore the design vision of Pininfarina Architecture, a division of Pininfarina, an iconic name in the auto industry that’s long been synonymous with elegance, innovation, and style.
The premiere of the documentary will stream live on May 20 at 6:00 p.m., followed by the roundtable discussion, with the participation of the studio directors and other industry experts.
Founded on the stylistic heritage of its automotive parent brand, Pininfarina Architecture stands out for a design approach that embraces technology, social impact, and beauty – but not beauty for beauty’s sake, but as a value that generates both meaning and emotion. This principle is a common thread in every project – a design ethos that doesn’t chase fleeting trends but aspires to timelessness, interpreting change rather than being controlled by it. The studio’s vision draws inspiration from the automotive industry, in which form is always at the service of function and experience.
Pininfarina Architecture’s most significant projects include Blue Loop, a new urban ecosystem in Shanghai; ATC Istanbul Airport, the futuristic air traffic control center for this important international hub; and ICONIC Residences, a luxury residential complex in Dubai.
The studio aims to create architecture that evolves organically, withstanding the rapid pace of modern life while simultaneously embracing its social, cultural, and technological innovations without losing its identity. The result is architecture that dialogues with its context while retaining its own distinctive personality – a perfect fusion of Italian design, innovation, and research.
With offices in Italy, China, the United States, and Germany, Pininfarina Architecture has established itself as a leading player on the international architecture stage. With projects that span a diverse range of sectors, its designs demonstrate a unique ability to convey the brand’s fluid, dynamic language across every level of design. Each project reveals a seamless narrative composed of enveloping lines, quality materials, attention to sensory impact, and a focus on the individual’s experience.
At the heart of the design process is a highly structured preparation and briefing phase, which begins with gaining a deep understanding of the client’s values, culture, and vision. By actively listening to clients, a clear and mutually agreed design brief is developed to guide each subsequent phase, from concept to completion.
At the heart of Pininfarina’s UX philosophy is a multisensory, interactive design approach that redefines spaces as immersive experiences, in which every element – from lighting to materials, volumes, and textures – has a role in stimulating perceptions, creating comfort, and forging emotional connections. Space is no longer something we merely inhabit, becoming instead an experiential platform that evolves with its users.
Spatial coordination and artistic supervision provide further assurance of quality, with every detail scrutinized and checked against the original concept to ensure maximum alignment between vision and reality. This is also achieved through ongoing dialogue with local teams and stakeholders.
Finally, with its brand licensing service, Pininfarina Architecture supports its projects with a robust communication and positioning strategy that leverages the evocative power of the brand to reinforce each project’s identity and transform it into a compelling narrative and marketing tool.