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 – Reengineering 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 MAGICAL JOURNEY THROUGH CERAMICS THAT BEGAN AT CERSAIE CONTINUES TO DUBAI AND BEYOND.
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.
This is all made possible by the digital morphing of the visual artist Lorenza Liguori - who interprets the first two steps of the journey (Breaking and Glowing) - while the “ceramic skin”, the installations and applied technology create the unexpected space of the final step: 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 & Porcelaingres, Castellarano
Glowing (=Purification) – location: Iris Ceramica & FMG, Fiorano Modenese
Revealing (=Manifestation of a new scenario) – location: Ariostea, Castellarano
Monday 22 September
Breaking
Fiandre & Porcelaingres
c/o FAB Castellarano
The first step of the magical journey: breaking, that moment that triggers the process of growth and change.
Guests are welcomed into a space that questions the perception of reality. The magical journey starts in a fragmented landscape, made of columns and dark elements, playing with reflections and deconstructing the image of the surrounding environment.
Tuesday 23 September
Glowing
Iris Ceramica & FMG
c/o Showroom Fiorano Modenese
The second step in the journey: the act of purification that helps to change the perspective, developing on it to distance itself from conventional concepts.
Passing through the magic portal, we enter the second step in the journey: the first, black step has completely faded as we enter the space of purification, represented by ethereal spheres; floating elements, weightless, suspended bubbles.
The symbol of purity, white lights up the space and crosses the visitor, immersed in a bright bath.
Wednesday 24 September
Revealing
Ariostea
c/o Showroom Castellarano
The transformative journey is completed with the act of Revealing: the moment in which we become aware of the process and the change we are protagonists of, seeing a new way of perceiving and interpreting matter and, more generally, reality.
Here, the landscape is bursting with nature: a flower garden that offers the guests an aura of serenity, in complete harmony with the surrounding environment in which the spectator plays an active part.
Flowers as a symbol of rebirth have much in common with the feeling of being the protagonist of this magical journey, a living and fully regenerated nature.
The magical journey is not only a place to visit, a landscape to discover with the eyes, to get lost in, it is also a real experience that engages the visitors.
At the showroom entrances, the guests pass through a “magic” portal that allows them to enter a new world where they are invited to take part in original culinary and play experiences.
Consistently with the metaphor, the guests themselves become alchemical travellers, inspired to think “outside the box”, changing their traditional point of view.
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.
NEXT STOP: DUBAI
The Magical Journey, which began during Cersaie 2025,
from 4 to 9 November stops in Dubai
for the Dubai Design Week.
In the pop-up space in the new ICG GALLERY
– officially inaugurated in February 2026 – in the
DUBAI DESIGN DISTRICT
(Building 6, Suite B101),
will be set up with an immersive artistic installation that can be visited throughout the design week.
THE MAGICAL IMMERSIVE ROOM
The beating heart of the Gallery is a magical room: a protected space where you can enjoy the immersive experience of a journey of alchemic transformation.
A three-step journey where ceramics are the means for experiencing the Magical Journey first-hand.
The first step breaks up common perceptions.
In the Breaking phase, matter breaks up, is dissolved and changes shape.
The second step is an act of purification that allows us to move away from traditional concepts and raise our perception of matter: Glowing.
Lastly, a new reality is revealed. The final phase of Revealing is the moment in which we become aware of the process and the change we are protagonists of, seeing a new way of observing and interpreting matter.
VIDEOMORPHING EXPERIENCE
The journey is real, lived first-hand by immersing in the digital video-morphing of the visual artist Lorenza Liguori, who interpreted the magical journey in all its three steps of transformation, starting from a unique ceramic surface.
The effect is amazing: the videos tell of the metamorphosis of textures with an imagination that carries the observer into a visionary landscape of nature, art, dreams and unexpected games of perspective.
The immersive experience is amplified and transformed by mirror-finish surfaces that modify space, deconstructing it and reflecting a new point of observation of reality.
ICG GALLERY DUBAI: POP-UP PREVIEW
At the end of the immersive journey is the Iris Ceramica Group Gallery, set up for the occasion in a pop-up version previewing the definitive concept of the showroom, which officially opens in 2026.
The new Gallery in Dubai joins those already in operation in the world’s main design capitals, including Milan, London, Paris, Berlin, Madrid, Barcelona and New York, the crossroads of new trends and strategic markets in which the Group has consolidated and confirmed its positioning.
Live the magical journey at the
ICG Gallery DUBAI
c/o
DUBAI DESIGN DISTRICT
Building 6, Suite B101
4-8 November: 10.00 – 20.00
9 November: by appointment only