Double news from Iris Ceramica Group: the group is opening a new flagship store in Milan, and presenting the new bath furnishings brand Seventyonepercent, coordinated by the designer Paolo Castelli.
Seventyonepercent offers décor solutions for wellness & bathroom spaces oriented towards design and fine crafts, engineered and produced by artisans in Emilia. It takes its name from the 71% of the earth’s surface that is covered by water, to underscore the importance of this element as design inspiration, a symbol of life and wellness, a precious resource to be protected with sustainable products, starting with the most responsible production processes.
“The friendship and collaboration between Paolo Castelli S.p.A. and Iris Ceramica Group, besides highlighting mutual technical-productive potentialities, sheds light on another key intangible factor, that of design, which is fundamental to make products competitive, also with respect to the efficiency of the production process, and the response of the market,” says Paolo Castelli. “Good design therefore becomes the aspect that facilitates the translation of this potential into forms useful for the market, capable of forecasting new stylistic codes.”
Seventyonepercent joins the other brands of the group, such as Ariostea, FMG Fabbrica Marmi e Graniti, Fiandre Architectural Surfaces, Iris Ceramica, Porcelaingres and SapienStone, which will be on view in the new Iris Ceramica Group Milano showroom, located in the city center, between the cathedral and Piazza Cordusio, at the corner between Via Santa Margherita and Via Farine. A new point of sale with an area of 750 square meters on three levels, designed by the studio Area-17 Architecture & Interiors as a fluid, dynamic space in which to discover new products, but also as a creative workshop for the applied evolution of porcelain stoneware, a place of encounters and training, to consolidate relationships and activate new synergies. Iris Ceramica Group Milano joins the roster of other flagship stores in the world, after the recent openings in London, New York and Berlin.
