Iris Ceramica Group’s Planet-Friendly Booth at Cersaie 2023: Sustainability and Innovation in Architecture

Cersaie, now in its 40th edition, continues to be a landmark for architects, investors and architecture and design fans. This year’s event focuses on the transformation of architectural space through use of innovative sustainable materials; in this context the Planet-Friendly Booth set up by Iris Ceramica Group stands out as a tangible example of avant-garde design and commitment to the environment.
This extraordinary booth is the result of a fruitful partnership between Iris Ceramica Group and Henoto, a company specialising in a variety of sectors (exhibitions, retail, contract, showrooms and the outdoors) helping Italian enterprises face today’s global challenges and the latest developments on world markets. The goal for Cersaie 2023 was clear right from the start: designing a booth inspired by the circular economy, which would be 100% reusable, demonstrating Iris Ceramica Group’s concrete commitment to responsible resource management and reduction of environmental impact.

Every part of the Planet-Friendly Booth, including the ceramic surface coverings, is designed to be entirely reusable, and when the event is over, all the materials will be carefully collected for future reuse, contributing even more to ecological sustainability. This ambitious programme required careful selection of the materials to be used and painstaking planning of all stages, including assembly and dismantling, to prevent the creation of any wastes, reduce the volumes to be transported and significantly improve working conditions for all the professionals involved, all while maintaining high standards of quality and a bold aesthetic impact.

The Planet-Friendly Booth is composed of three main parts: a Riser platform, Wall Wood 120 walls and a ceiling, each designed with the goal of maximising efficiency and reuse of materials. The riser and walls, for example, are covered with a magnetic film permitting use of the revolutionary "Attract" laying system developed by Iris Ceramica Group’s Granitech business unit. The system permits rapid magnetic assembly of ceramic slabs without adhesive, opening up the path to unlimited reuse not only of the slabs themselves but of their magnetic substrate, which maintains its efficacy despite repeated cutting and reassembly.
The ceiling employing Henoto’s patented Cover Up EVO technology is composed of an extruded aluminium profile to which a highly flexible, mechanically resistant, completely washable and reusable textile is applied. This solution optimises transportation and completely eliminates the need for painting and varnishing on site.
The key theme presented by Iris Ceramica Group at Cersaie 2023 is “The Art of Being a Group”, which is given form in the booth in “The Art of Being Attractive”. This concept refers not only to the extraordinary look of the ceramic surfaces made by Group brands but to the revolutionary "Attract" system for magnetic application without grouting.

Iris Ceramica Group’s Planet-Friendly Booth is much more than an ordinary exhibition space: it is a manifesto of sustainability and innovation in architecture, an example of how exceptional design can be combined with environmental responsibility, and a demonstration of the Group’s incessant commitment to more sustainable, ecological architecture.

(Agnese Bifulco)

Images courtesy of Iris Ceramica Group

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