Planet-Friendly Booth
At Cersaie 2023, art was the narrative language chosen by Iris Ceramica Group to express itself.
The stage for Iris Ceramica Group’s art was the Planet-Friendly Booth: an exhibition space where all the materials were reused after the end of the event. The exhibition space itself was circular and innovative. The Booth’s entire architectural design represented a challenge won: to create a temporary trade fair space with low environmental impacts.
The goal was achieved together with Henoto - the international company specialised in sustainable trade fair set-ups – developing a Planet-Friendly Booth. All the materials used to create the exhibition space architecture - from the ceramic slabs to the supporting structures - were recovered after the end of the fair: not destroyed, but reused with an entirely circular approach, made possible by the Booth design and the use of Attract.
From the international trade fair in Bologna to the Brands’ showrooms, every exhibition was an authentic art gallery.
An original, authentic narration made of the many faces of the Group’s Brands, all sharing a clear business vision: re-engineering ceramics to improve interaction between humans and the environment.
The Art of Being ATTRACTIVE
The Iris Ceramica Group exhibition space at the trade fair was a contemporary art gallery to explore, observe, touch, arrange and rearrange.
The heart of the area was represented by a large mural entitled “Blooming Bonds”, created exclusively by the international artist Becha.
With an elegant, delicate style, the work describes a landscape animated by human and natural figures that seem to float in a kind of dance. The drawing was made using Design Your Slabs innovative technology on large Slabs applied to the walls using a magnetic support, and narrates the founding values of Iris Ceramica Group in the form of pictures: sustainability, authentic beauty, excellent quality and innovation.
For Iris Ceramica Group, Becha interpreted the values, business vision and sustainable soul of the company, bringing life to 3 video installations and a 18x3 m sinuous and elegant collage with a perfect visual balance.
Visitors were invited firstly to observe the work, and then concretely interact with it. Some of its elements - thanks to the disruptive technology of Attract, which allows the magnetic laying of the brands’ ceramic slabs, could be removed and replaced by other elements in a “library” open to visitors, who could create their own customised works.
Attract
Attract is the pioneering dry magnetic laying system for the ceramic slabs of the Group’s brands. The system consists of ceramic slabs made magnetic and ready for laying.
The ceramic slabs can be reused infinitely, and the magnetic base can be cut and reassembled, without losing any of its magnetic capacity.
Attract is a patented solution that opens new horizons for ceramics while respecting circularity principles. It is an outstanding, concrete example of the power of aware design, a sign of true responsibility towards people and the environment.
The Art of Being project was created by Iris Ceramica Group, with the support of Machas, the international artistic consultancy agency.