Design takes center stage in the recent opening of Kentucky Fried Chicken in Rome. The American fast food chain, more commonly known as KFC, has inaugurated its first Italian flagship store in the capital (only three exist worldwide, and this is the largest in Europe), located at the corner of Via del Tritone and Via della Stamperia, just a short walk from the Trevi Fountain. The space was conceived to elevate the traditional experience while creating a stronger connection with its surroundings. Hence the choice of a historic building in the city center, completely renovated and enriched with references to the history and traditions of Rome – from a wall featuring Latin inscriptions to a statue of Colonel Harland Sanders, KFC’s founder, riding a Vespa.
The restaurant concept also stands out from others in the chain: carefully detailed, technological, and sustainable, it is designed to ensure an appealing aesthetic, maximum functionality, and a high-quality customer experience that encourages repeat visits. Within this vision, the selection of premium finishes plays a key role.
Among them are the surfaces by Ceramiche Refin. The company – acting as a 360-degree strategic partner in consulting, production, and logistics, managing the entire supply chain – developed a range of custom surfaces to give the space both character and performance. Spanning two levels with a total area of 870 sqm, the flagship is defined by a neutral frame with a tactile texture, creating a strong contrast with the red color (the brand’s visual identity), applied to finishes and furnishings.
At the heart of the project is the Beat collection, a stone-effect surface featuring natural traces and graphic marks that enrich the base through an interplay of lighter and darker areas. Available in the White and Grey colorways, Beat defines all the flooring in a 120×120 format; in its special Ribbed version, characterized by a distinctive three-dimensional structure, it is used for wall coverings in a 60×120 format.
Adding to the interplay of colors and textures is the Mold collection, inspired by concrete and the artisanal craftsmanship that shapes it. The result is a vibrant surface characterized by aggregates of gravel in heterogeneous forms, irregularly distributed, as if fresh concrete had been poured into formwork or molds.
Selected here in the Iron shade, it appears as the cladding for the delivery area and defines the large circular element in contrast that frames the three-dimensional “Bucket” in the ordering area. Finally, behind the counter, Ceramiche Refin added a further bespoke touch with a custom variant of the Halo collection, featuring a color specifically developed at the client’s request.
“For the Rome flagship, we supplied a complete range of surfaces for floors and walls, combining our standard collections with bespoke color variants developed specifically for the client,” the company explains. “Our commitment to the architectural concept included multiple customized solutions, such as precision curved cuts and tiles with custom engravings. This project perfectly demonstrates our ability to combine the scale of a global manufacturer with the agility and craftsmanship of a tailored service.”
Architects/Designers: I-AM Associates, Studio Associato Erba, Marzorati Architetti
Photo credits: Marco Scichilone
