Museum & Showroom
Materials
New Crazy Colors Gruppo Srl · Milan · 1993—2020
Within the New Crazy Colors headquarters, Roberto Iannaccone had built something unique in the Italian landscape: a permanent materials museum and showroom, a physical and sensory archive where fabrics, surfaces, finishes and luxury raw materials were catalogued, displayed and made accessible like a living library.
A place of research and experimentation — not only for clients, but for schools, universities and institutions seeking a reference point to understand the material culture of Made in Italy.
NCC Museum & Schools
Interview at the New Crazy Colors Museum 1993–2020 · Confartigianato
In 2020, on the occasion of his departure from New Crazy Colors, Roberto Iannaccone opened the doors of the museum and materials showroom to schools and Confartigianato institutions. A gesture of sharing and knowledge transfer: over thirty years of luxury materials research made available to new generations. New Crazy Colors continued its journey until the subsequent full transfer of the group, while the research and knowledge heritage built over the years became part of a cultural project open to the future.
The World of Window Displays
Interview with Roberto Iannaccone · RAI TG2 Costume & Society · 2019
RAI TG2 dedicated a feature in the Costume & Society programme to the world of window displays and the New Crazy Colors materials museum showroom. Roberto Iannaccone speaks about the philosophy of materials, the relationship between craftsmanship and luxury, and the vision that guided thirty years of research and experimentation.
Virtual Museum
Explore the NCC Materials Museum in 3D — Matterport Virtual Tour
Private Access
Il tour virtuale del museo è riservato ai visitatori autorizzati.
Richiedi il codice di accesso a Roberto Iannaccone.
Museum & Materials Showroom
The New Crazy Colors Museum & Materials Showroom — a space that no longer physically exists — was conceived, funded and developed over decades by Roberto Iannaccone and Roberto Casanova.
It was not simply a showroom, but a living archive of luxury materials: fabrics, surfaces, finishes and experimental prototypes — many of which later became products and installations distributed worldwide.
The space hosted:
—unique prototypes and one-off pieces
—retail installations for the most important global luxury brands
—iconic store concepts designed by leading architects
—material research and backstage development processes
It functioned as a sensory library, visited by clients, designers, universities and institutions.
The Eternal Digital Museum
In 2019, Roberto Iannaccone — then CEO of New Crazy Colors — independently funded and created the full digitalization of the space using Matterport 3D technology.
The intention was clear: to preserve and document over 25 years of research in retail design, materials and visual culture.
In 2020, following his exit from the company, the project remained as a complete digital archive. By 2023, the physical space was permanently dismantled.
What remains today is its only existing form:
a fully navigable digital museum —
a piece of history that can no longer be visited in reality.
New Crazy Colors Gruppo Srl · Milano · 1993—2020
Sponge Project
Lo spazio dedicato alla ricerca sui materiali spugna nel Museo NCC
All'interno del museo e showroom New Crazy Colors, uno spazio era interamente dedicato allo Sponge Project: un progetto di ricerca e sperimentazione sui materiali spugna applicati al mondo del lusso e del retail. Superfici, texture, sculture e pannelli realizzati con tecniche innovative — un laboratorio fisico dove materia e design si incontravano ogni giorno.
Prada Los Angeles Beverly Hills — Sponge Wall
Gold Sponge Surface — Material Detail
Sponge Corridor — Teal & Black Textures
Showroom — Sponge Sculptures & Research Archive
Research Wall — Photography & Material Panels
Material Archive — Sponge Studies & Documentation
Museum Floor Plan — Matterport 3D Scan
Sponge Project Shop Store
Prada Epicenter — New York, Los Angeles, Beverly Hills.
Concept store designed by OMA / Rem Koolhaas — where the Sponge material became architecture, surface and identity.
The same material research developed at New Crazy Colors — applied at the highest level of global luxury retail.
"The materials museum was not a collection. It was a laboratory of memory and future — where every surface told a story and every story opened a possibility."
Roberto Iannaccone · New Crazy Colors · Milan