Paolo Cesana, Marketing Manager of Ceramiche Keope, with his usual candor, began the presentation by saying, “Yes, I know, everybody has been making ceramic materials with a wood effect for quite a while now, and perhaps we are the last to join their ranks – but these collections have a spirit of their own.” And to be honest, if we look at the settings created to launch Ultramod and Lineo, we have the sensation of an image that has seldom been seen before. There is a continuing exchange between horizontal and vertical aspects, linear design (Lineo, as the name says) and versatility (Ultramod), generating seamless spatial impact.
Two ‘different twins,’ two collections that reflect and attract each other. One is a flash in the night, the other the depth of still waters. A perfect combination for residential and hospitality contexts, with the rare quality of avoiding any traces of the rustic aftertaste often left behind by wood-effect tiles.
After the Ultamod and Lineo lines, the third collection calls for an abrupt change of scenery to introduce Elements Design, a way of entering the world of architecture through the main entrance, as it were.
Here the mood is necessarily different, with an accent on depth and spaces with rigorous lines. But again in this case, the juxtaposition of horizontal and vertical elements offers designers multiple options to move the setting without disrupting it. Even when using the same pattern, the final result is a gentle contrast between floors and walls, a refined balance with which to create well-mannered urbane compositions.
Ultramod, Lineo and Elements Design: the multiple identities of stoneware.