Sinfonia is the name of the special event that Iris Ceramica Group has chosen to participate in Dubai Design Week. It is an unusual and appealing way to talk about design, technology and industrial skills, where the orchestra is a perfect example of collaboration between different skills oriented towards a common goal. A concept conceived for Cersaie 2024, which lives and is enriched with new content in Dubai, a strategic place for international business and a great cultural melting pot.
The ICG Orchestra, a metaphor created to tell the story of the harmonious diversity of the people who make up the Group, as well as the technologies developed to transform ceramic materials, becomes a real orchestra, digital and interactive. The setting for the event will be the Dubai Design District (D3 Street 4, Building 2 – Unit 02), where this digital orchestra will play iconic pieces of classical music: Beethoven’s Sixth Symphony, Mozart’s Jupiter (No. 41) and Vivaldi’s The Four Seasons.
Anyone will be able to conduct them: in fact, the podium is a sophisticated digital platform that can perceive the movements of the conductor (who can be a musician or a simple visitor) and translate them into an intensity of sound applied to the traditional sectors of the ensemble (woodwinds, strings…) or even intervene in the style, transforming the piece with each performance, making it unique. Once again, the uniqueness of each individual, with his or her own sensibilities and talents, can contribute to the group.
This exciting digital experience will also be accompanied by a live choir for this event: the Dubai Singers, a choir that has been active for 50 years and is a valued interpreter of both classical and contemporary repertoire. Moreover, the choir is a group of singers of all ages and nationalities: an openness and sense of welcome that has much in common with the metaphorical meaning of the ICG Orchestra.
The Dubai Singers will perform in front of Iris Ceramica Group’s pop-up space with a repertoire conceived for the occasion, involving passers-by in a short singing performance. On the same days, a group of students from the most prestigious design schools and universities in the emirate city will have the opportunity to experiment with their own voices, guided by the choir’s director: again, an idea that speaks to the sense of teamwork, both as individuals and as part of a group. And once again a reference to the reality of the Iris Ceramica Group, which bases its strength on this ability to work together (between people and technologies applied to ceramics).
ICG Orchestra by Iris Ceramica Group
The Group’s brands are Ariostea, Fiandre, FMG Fabbrica Marmi e Graniti, Iris Ceramica, Porcelaingres, SapienStone and StonePeak Ceramics. Many technological innovations have been developed: eco-active Active Surfaces®, Hypertouch® smart surfaces, Design Your Slabs custom printing, Attract® magnetic laying (magnetic laying system licensed from Magface), 4D Ceramics and Moonlight backlit ceramic slabs.
Illustrations © Hélène Builly, courtesy Iris Ceramica Group
