The Iris Ceramica Group at Cersaie with &ldquoLuce” and Hypertouch

2021 is a special year for the Iris Ceramica Group. During the press conference held on Thursday September 30 at the Group’s Cersaie stand, CEO Federica Minozzi pointed out that three of the Iris Ceramica’s leading brands are 60 years old this year, the perfect occasion to therefore celebrate with a choral stand, bringing together all the Group’s brands in a single exhibition venue and presenting the latest exclusive products and collections.

The new Active Surfaces® collection, together with the Luce surfaces were the protagonists unveiled in the Group’s large and airy 360 square metre stand. They have, in fact, been creatively used in different ways not only as coverings, but also in the seats, in the large planters, in the reception desk and in the table dedicated to the refreshment area, fittingly dubbed the "Active Bar". The concept of the space – “The Perfect Blend. Foresighted Surfaces for a Sustainable Beauty” – has been translated into an interactive art installation, created thanks to artificial intelligence and housed in modules covered with the new Luce surfaces designed by Guillermo Mariotto. The multimedia journey was specifically designed to communicate the founding values of the Group, divided into three pairs, which in turn create the connecting link between the Cersaie stand and the installations in the showrooms of the individual brands: Architecture and Nature for the Fiandre Architectural Surfaces and Porcelaingres brands, Beauty and Sustainability for the Iris Ceramica and the FMG Fabbrica Marmi e Graniti brands, Creativity and Technology for the Ariostea brand and, finally, a synthesis of the six values for the SapienStone brand.

The Cersaie exhibition space was animated by two key innovations.
The first is the new Luce collection we already mentioned earlier, developed by the Iris Ceramica Group in collaboration with designer Guillermo Mariotto. A reference to the world of haute couture, of precious and refined fabrics, Luce is a prelude to a new vision of the ceramic material. In the stand, its shades covered the units featuring the “The Perfect Blend” installations, while the neutral tones and the large size enhanced the three-dimensionality of the textures.

Hypertouch, the second new development presented at Cersaie, is an important patented technological innovation concerning home automation. Thanks to Hypertouch, ceramic surfaces produced by the Iris Ceramica Group, with a thickness of up to 12 mm, are transformed into a control panel that makes it possible to control lighting and thermoregulation systems, audio-video equipment and doors and windows in your home.

Technological solutions and aesthetic research that come together in “foresighted surfaces for a sustainable beauty”, playing an active role in improving the environments in which we live, an undertaking that sees the Group fully committed at the very forefront of sustainability efforts. In fact, on September 29, on the occasion of the pre-COP26 works, the Iris Ceramica Group and Snam signed a memorandum of understanding for the development of the first ceramic factory in the world powered by green hydrogen, set to be completed in Castellarano (in the Emilia-Romagna region) by the end of 2022. The Group that in the 1980s had brought the natural gas network to Sassuolo, for the benefit of the entire ceramic sector, is once again the forerunner for an ecological revolution that transforms the Economy = Ecology equation coined in the 1960s by its founder and president Romano Minozzi, into concrete action.



All Images courtesy of Iris Ceramica Group