From Milan to the international scene, the Iris Ceramica Group Fuorisalone

Asti Architetti,


Iris Ceramica Group,

The Iris Ceramica Group's Fuorisalone week began taking root in the local area, with an installation designed by Asti Architetti in the centrally-located Via dei Mercanti in Milan. The programme continued with meetings in the Group's showroom in Via Santa Margherita, with important guests from different parts of the world and the launch of an international contest that will link the Italian city to London and Dubai in the weeks ahead.

From Milan to the international scene, the Iris Ceramica Group Fuorisalone
Walking along Via dei Mercanti, during the days of the Fuorisalone, tourists and locals were able to stop and recharge their energy, as well as their devices, in the installation designed by Asti Architetti for the Iris Ceramica Group.
"The corner of the future", as the installation is called, has been designed as a new and temporary urban landmark in the city centre, just a few steps from the Duomo. Its volume, defined by the ceramic surfaces of the Iris Ceramica Group, fits harmoniously into the urban context, as if it has always been an integral part of the place.
The "urban station" was met with a very positive reception from the public, becoming a point of great interest rather than disturbing the view of the road. A place to meet, take selfies or simply stop to recharge your batteries: physical, mental and those of your devices. The project conceived by Asti Architetti and the Iris Ceramica Group has become an added value to Milan's urban decor, as well as a perfect example of a new type of eco-sustainable and technologically advanced urban device offering new services to citizens. The first talk of the week at the Group's Fuorisalone was, in fact, dedicated to this theme.


In the spaces of the showroom in Via Santa Margherita where, through its brands, the Iris Ceramica Group shows the great versatility, flexibility of use and quality of a material such as ceramic to define surfaces, furnishings and objects, various guests of international fame were welcomed and interesting discussions were held to help shape a better future together.
The protagonists of the first meeting, focused on the design of new urban devices, were Emilio Faroldi, Prorector of Politecnico di Milano, and architect Paolo Asti, author of "The corner of the future" project.
The second talk featured architects Yvonne Farrell and Shelley McNamara, winners of the 2020 Pritzker Prize, for an event that was also streamed live. The new episode of "The Architects Series" created by The Plan magazine for the Iris Ceramica Group focused, in fact, on their studio, Grafton Architects.
On April 20, instead, the launch of the "Local Cultures in Global Settings" international contest, curated by UAE Modern for the Iris Ceramica Group was the setting for an interesting talk on the themes of cultural identity in an increasingly globalised world. A fascinating journey through the projects conceived by international guests Lidewij Edelkoort, Khalid Alshafar and Abeer Seikaly, which will continue in the weeks ahead with stops in London and Dubai.
Finally, on April 21, the Iris Ceramica Group's Fuorisalone was concluded with a talk focused on hospitality as part of the (Re)Generation Stories - Road to Milano-Cortina 2026 cycle of events, in anticipation of the Olympic and Paralympic Winter Games Milano-Cortina 2026.< br />
(Agnese Bifulco)


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