MatteriAttiva Iris Ceramica Group and Mario Cucinella Fuorisalone 2019

Fuorisalone 2019 is about to begin: from April 8 to 14 Milan will host a colourful, highly varied calendar of events accompanying the fair. The Iris Ceramica Group has renewed its partnership with SOS - School of Sustainability and Mario Cucinella Architects for the occasion, choosing a prestigious venue in the heart of the Brera district to offer tourists and citizens an immersive installation: MateriAttiva, taking the public on an evocative multi-sensory voyage. “Design Your Life” is the theme of the tenth Brera Design Week, an invitation extended not only to designers, whose work must offer sustainable answers, but to “everyone else” to play an active role, offering their thoughts and contributions for achieving environmental sustainability.
This theme perfectly reflects the values of the Iris Ceramica Group, the leading Italian maker of high-tech ceramic and porcelain that is acting as main sponsor of Brera Design Week, reflected in the Group’s Pollution-RefleAction project presented at Cersaie 2018.

The Pollution – RefleAction project by Iris Ceramica Group in partnership with SOS - School of Sustainability and Mario Cucinella Architects redesigned Piazza Santo Stefano in Bologna. On the basis of the consideration that the square’s exposure to the sun made it unpopular, especially in summer, the young professionals of SOS - School of Sustainability had imagined a forest emerging out of a defined geometry constructed using Active Clean Air & Antibacterial Ceramic™ slabs. The technology developed by the Iris Ceramica Group offered the public in Bologna a new piazza that played an active role in protecting the environment and improving quality of life in the city.
At Fuorisalone 2019 in Via Balzan/Via San Marco, in the heart of the Brera design district, between April 8 and 14, 2019 the Iris Ceramica Group’s top brands and young professionals from SOS - School of Sustainability will invite the public to experience MateriAttiva, an installation recalling the universal archetype of the cave. This universal symbol contains both sky and earth, a place of shelter and rebirth but also a symbol of primordial purity and of water, source of life, energy and sound. MateriAttiva will offer the public an evocative multi-sensory experience in a space sealing a new pact between humankind and nature, an exhibition presenting the new frontiers of ceramic and revealing why its classic definition as an “inert covering material” no longer applies. Ceramic has become an active element of architecture, as slabs made using the Iris Ceramica Group’s revolutionary ACTIVE Clean Air & Antibacterial Ceramic™ technology improve the quality of the environment in which they are used, combining aesthetic quality, advanced performance and a contribution to human well-being and the future of the planet in a single material. This eco-active material with certified anti-pollutant and antibacterial action both outdoors and indoors makes an active contribution to improving the environment we live in.
Being a part of the change by proposing ideas and visions for sustainable contemporary living is the invitation the Group extends to new generations of architects and designers in Next Landmark Pollution 2019: Architecture for a Sustainable Future, an international contest promoted by the architecture and design portal Floornature.com, published by the Iris Ceramica Group.

(Agnese Bifulco)

Images courtesy of Brera Design District - Brera Design Week photo by Annavittoria Avesani (10), Federico Conti Picamus (6-7), Alberto Moncada (8-9), Eleonora Signorelli (1), Mattia Vacca (4,5,11,12).

Images courtesy of Iris Ceramica Group: MateriAttiva Sketch (2), Pollution Refle-Action Bologna (3)

www.irisceramicagroup.com
www.active-ceramic.it
www.schoolofsustainability.it
http://2019.breradesignweek.it

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