THE MAGICAL JOURNEY - Revealing our Alchemical Soul:
THE MAGICAL JOURNEY THROUGH CERAMICS PRESENTED
BY IRIS CERAMICA GROUP AT CERSAIE 2025.
A path of alchemical transformation inside the material that turns ceramics into “gold”: a metaphor telling of the Group’s cultural approach and commitment to recognising the noble and precious value of ceramics.
CONCEPT
For Iris Ceramica Group, ceramics embody the concept of beautility, and in this sense they never cease to amaze us for their ability to blend beauty and function. Iris Ceramica Group’s vision – Re-engineering ceramics for the Better – sounds like a declaration of intent that interprets ceramics, giving them a new form and greater meaning through technological innovation.
This interpretation raises the very perception of ceramics, highlighting their greatest value: ceramics are precious, like gold in human hands. Through innovation, their transformation takes on new meaning: an ancient process able to turn ceramics into gold; all in all, a symbolically alchemical process. A “magic formula” that allows this precious material to be blend in, decomposing and recomposing to “upturn” reality.
THE BOOTH: Hall 26 Booth A188-B189
The exhibition space is presented as an emblem of the entire alchemical journey Magnum Opus (Great Work). A step-by-step journey where ceramics are the means for experiencing the magical journey of transformation: a journey through experience, in three steps. The first step breaks up common perceptions - Breaking – the second is an act of purification - Glowing - and the third ultimately reveals a new reality - Revealing.
This immersive experience ends with Alchimia&Iris Ceramica Group: a sophisticated technology - developed specifically to be applied to the slabs of the Iris Ceramica Group brands - used to camouflage an audio-video system with the ceramic surface.
EVENTS
From the Bologna trade fair to the company premises in Fiorano Modenese and Castellarano, for Cersaie 2025 Iris Ceramica Group has designed a multi-site event that follows the symbolic steps of this magical transformation through three different set-ups:
Breaking (=Questioning preconceived ideas) – location: Fiandre FAB, Castellarano
Glowing (=Purification) – location: Iris Ceramica & FMG, Fiorano Modenese
Revealing (=Manifestation of a new scenario) – location: Ariostea, Castellarano
With its ability to innovate material, Iris Ceramica Group is an ambassador of a sophisticated narration of ceramics, creating an event that is an authentic experience, a journey that changes ceramics and, at the same time, transforms the observer.
It is an alchemical process that turns ceramics into gold, and, along with it, raises the human perception of ceramics.