Not everyone is capable of linking ecology with cool products, at least not on a regular basis: but for Iris Ceramica Group, this has become a daily practice. Form and substance are united in an inseparable bond that puts the company on the highest step of a hypothetical podium of virtuosity.
Each proposal is the result of a specific context: the innovative, revolutionary 100% recyclable stand at Cersaie, and the new collection created by Diesel Living seen during an event in the headquarters at Fiorano. The group’s sustainability has come a long way, and today it is not just an added value but a true corporate asset. Everything is set in motion when the green benchmarks have been achieved.
The stand hosting the group at Cersaie opens the doors to the connection between zero carbon footprint and art: a planet-friendly setting along a path that welcomed visitors with the large mural Blooming Bonds made (like the other works on view) by the international artist Becha. The viewers were then guided into a full immersion in technology, as in a museum display. Becha (alias Vesna Pešić) has created a series of pieces reproduced on the slabs of Iris Ceramica Group (with its brands FMG, Iris, Ariostea and Fiandre), using the Design Your Slabs technology.
This artistic and creative side is multiplied by the encounter with the refined Attract technology, the company’s latest development, consisting of a magnetic installation system. The stand was therefore like a big collage. The fine library of textures provided permitted visitors to formulate the walls – and hence the works by Becha – to meet their own tastes.
The cool fashion character of Iris Ceramica Group appeared in the presentation of the new offerings made in collaboration with Diesel Living. In the area of the corporate headquarters, Federica Minozzi – CEO of the group – and Andrea Rosso – creative director and head of sustainability for Diesel Living – took part in the talk The Art of Being Disruptive, presenting the offspring of what has become an established partnership.
Seven new proposals: the heretical Hoily Marble, the industrial Welding Rivets, the minimal Aged Concrete, the metaphorical Melt, the exuberant Stripes, the romantic Wrinkle Foil and the eccentric Vynil. Seven forceful products for high-impact settings, connections between material, color and pattern, to apply in bold, innovative projects where a dash of character brings meaning to a space – residential, retail, office or hospitality. Each item has its own degree of healthy brashness and distinctive personality, getting away from the crowd of classic ceramic approaches.
