SHAPING THE FUTURE
the new dawn of ceramics
26 - 30 September 2022
The guiding thread, from CERSAIE to THREE Iris Ceramica Group LOCATIONS
The birth of the world’s first green-hydrogen powered ceramics factory - H2 FACTORY - inspires the concept of a spectacular multi-site event involving the three main company showroom and the CERSAIE trade fair in Bologna. It is a narration of the technological innovation and sustainable future that Iris Ceramica Group intends to build, a story that has been written in the company’s DNA for over 60 years.
The new H2 FACTORY located in Castellarano (Reggio Emilia) will be the world’s first ceramics factory to use green hydrogen (taken from renewable energy sources) in the fuel mix that powers the kilns.
SHAPING THE FUTURE
Is a manifesto,
a message of sustainability.
It is the story of the business project of Iris Ceramica Group which, through beauty, sustainability and technological innovation, aims to build a future shaped around its own values, improving interaction between humans and the environment.
A future whose roots lie in the respect for the environment and for the people who live in it.
AT CERSAIE, THE EXHIBITION SPACE COMES ALIVE AND TOTALLY INTERACTIVE.
Five interactive installations guide visitors on a virtual journey from the universe to the H2 FACTORY.
While the new 12 and 20 mm thick ceramic materials - produced in the new factory that, by the end of 2022, will be powered by a blend of green hydrogen - are explained through virtual landscapes to be navigated and explored first-hand.
IN THE SHOWROOMS, A VIDEO-IMMERSIVE EXPERIENCE LEADS THE VISITORS ELSEWHERE.
The showrooms of the Group's Brands ideally interpret the new materials, bringing life to a surreal, imaginary world. Enclosed in fully mirrored boxes – the Mirror Cubes - , the visitors can gain a 360° experience in a video-immersive installation.
With a view to respecting the environment, the events have been designed and organised aiming to be a virtuous model of sustainability, with particular attention on good recycling practices.
FROM THE UNIVERSE TO THE WORLD’S FIRST GREEN-HYDROGEN POWERED CERAMICS FACTORY
The journey starts far, far away, from the stars and reaches the Earth through solar energy stored in photovoltaic panels.
Alongside this, rainwater is collected and subjected to electrolysis to separate the hydrogen from the oxygen.
“Freed” in this way, the hydrogen rises and is conveyed to power the factory, especially the kilns.
During firing, the hydrogen and oxygen in the air are recombined, returning to the atmosphere in the form of water vapour, recreating the clouds they were generated from.
AND THIS IS HOW THE WORLD’S MOST SUSTAINABLE 4D CERAMIC SURFACE IS BORN.
An imaginative, generative journey in which hydrogen, passing through the ceramic surfaces, leaves a visible trace of its passage through the thickness of the slab, through the stratification, obtained using a cutting edge full-body technology.
As in nature, the ceramic surface is stratified, and becomes granitic.
Solid as a rock, composed of natural minerals, using a green hydrogen production process - developed by Iris Ceramica Group in its new production plant -, in 20mm thickness it withholds all its history and the elements from which life originates: water, fire and earth.
And so a living surface is born, made from the same substance that the Plant, or indeed the Universe, is made from.
A surface with a soul, the same sustainable soul that Iris Ceramica Group is renowned for: the fourth dimension embraces the Group’s values, impressed in the body of matter.