The Art of Being a Group: Iris Ceramica Group at Cersaie 2023

The Iris Ceramica Group's participation in the 40th edition of Cersaie 2023, the International Exhibition of Ceramic Tile and Bathroom Furnishings, is a true masterpiece presented on an exceptional stage: the Planet-Friendly Booth. Created in partnership with Henoto, this exhibition structure is 100% reusable and, like the ceramic slabs, will be completely recovered at the end of the event.

Art, by definition, is the ability to shape thought through human activity. It is poetry and imagination brought to life to make it authentic and recognisable. Artistic language has the power to tell a story that speaks directly to the emotions and, in this sense, becomes a universal language. With this spirit, the Iris Ceramica Group has chosen to present itself at Cersaie with an exhibition that is both poetic and tangible: a contemporary art gallery to explore, observe, touch, arrange and rearrange. A unique narrative woven from the different faces of the Group's brands, all united by a clear business vision: "re-engineering ceramics to improve interaction between humans and the environment".

The centrepiece of the booth is the extraordinary work created by international artist Becha, entitled "Blooming Bonds", a sinuous collage measuring 18 x 3 metres. This contemporary mural, characterised by an elegant and delicate style, depicts a landscape animated by human and natural figures that seem to dance in perfect harmony. What makes the work even more extraordinary is its creation – thanks to the Iris Ceramica Group's "Design Your Slabs" technology – on large ceramic slabs from the Group's brands applied in the booth as a vertical covering with a magnetic support.

The work of art thus becomes a vehicle for the Group's core values: sustainability, beauty, excellence in quality and innovation. In addition, the revolutionary Attract system, a cutting-edge solution developed by the Iris Ceramica Group's Granitech business unit for the magnetic dry-laying of the ceramic slabs of the Group's brands, transforms Becha's mural into a dynamic and interactive work. Drawing on a "library" of textures, visitors can detach and replace certain elements to create a customised work, becoming co-creators of the mural.

"The Art of Being" project conceived by the Iris Ceramica Group with the support of Machas, an international art consulting agency, develops with an extensive narrative which, from the Planet-Friendly Booth, Hall 26 - Booth A188 B189, continues in the showrooms of the Group's Brands, each of which becomes an art gallery expressing its identity in a distinctive artistic form:

Emotional: the path of exploration between expression and creativity undertaken by Iris Ceramica and FMG, through the "Innovative Vision" exhibition featuring the works of artist James Dawe.

Innovative: the innovative spirit of Ariostea is narrated by the "Domestic Landscape" and "Undream" video installations created by Canadian artist Sabrina Ratté using a combination of analogue technologies and 3D animation techniques.

Architectural: Fiandre and Porcelaingres offer a profound look at the fusion between architecture and art through the works of the Japanese artist Kaz Shirane, who explores spaces in a personal way using mirror games to stimulate reflection.

In each showroom, art merges with the brand identity, enriching the narrative and using the same language to convey its uniqueness. The contemporary works exhibited in each showroom, from Fiorano to Castellarano, are an expression of the Group's collective strength, guided by a clear and distinctive vision that has made it a pioneer in the industry, promoting sustainability in every aspect, from materials to applications, from the production process to research and design.

(Agnese Bifulco)

Images courtesy of the Iris Ceramica Group

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