Technology
Cersaie 2024, Iris Ceramica Group presents “SINFONIA”
The exhibition space becomes a Foyer hosting the “theatre of innovations” developed by the Group; the brands’ showrooms also become Theatreswhere the ICG Orchestra plays. A metaphor of many meanings that bring together - in a cloud of words - the whole world of people, technologies and brands that together make the Group.
Sinfonia. (= Symphony)
Literally, a chord of sound that brings life to a harmonious form for orchestra, in perfect balance between the parts it is composed of. A musical composition of different movements created for an orchestra: a group of separate elements, each with its own voice and identity, expressed through a score in which each instrument has its own space and, at the same time, relates harmoniously with the group. It is a perfect balance between silence and sound, between a quick and a slow tempo, between a whisper and a loud voice, exploring a wide range of different experiences and emotions. From this idea comes the Iris Ceramica Group concept for Cersaie 2024: a Group of many elements that play the same, clearly defined score, creating a symphony of voices together.
A human, technological and material metaphor that interprets different narrative planes. Instruments in the same orchestra are the people who make the Group “one of a kind”, unique and special, but Instruments are also the innovative technologies applied to the ceramics developed by the company which, together, play a new symphony.
A clear mission is the guide for conducting the orchestra – re-engineering ceramics to improve quality of life in relation to the environment – and the resulting symphony is equally clear. The Orchestra of the Group’s people and technologies offers a collective performance, playing the instruments that identify each one.
Foyer.
The setting for this narration is the exhibition space designed for Cersaie 2024, where Iris Ceramica Group concretely takes the stage with its orchestra of people and technologies.
Booth A188 – B189 (Hall 26) is an authentic theatre Foyer – the place where historically people came together to meet and discover – in fact here, every technology has its own space where it can show itself off, both individually and in relation to the others.
Attract
Moonlight
Hypertouch
As soon as visitors enter the Foyer, they can enter 4 sound rooms, each devoted to one of the innovative technologies developed by the Group’s R&D team:
1. MOONLIGHT, the back-lit ceramic slab is the new technology previewed at Cersaie 2024. Moonlight highlights a unique property of ceramics: the ability to uniformly diffuse light. A soft, welcoming light, delicate as moonlight, emerges from the translucent ceramic slab, amplifying the beauty of the surface decoration even in the dark. At Cersaie, the room devoted to the new Moonlight technology is a place where visitors are immersed in a symphony of light, backlighting the planets.
2. HYPERTOUCH® By re-engineering material, the intelligent ceramic slab reacts in contact with the human hand, enabling and controlling automation devices. One example of how human engineering can transform matter. At Cersaie, the room devoted to Hypertouch technology is a place in which humans and science work together for a truly connecting experience.
3. ATTRACT The magnetic dry laying solution developed by the Business Unit Granitech is presented in the form of an interactive game with both a modern and traditional flavour. Visitors are invited to discover the hidden side of the technology in a surprise game that reveals lucky words and sounds.
At Cersaie, the room devoted to the Attract technology is a place where visitors can try their luck: a guessing game based on memory, where everyone can find a part of themselves.
4. DESIGN YOUR SLABS Ceramic surface customisation technology based on printed decorative elements continues to be perfected. Research is making headway in previously unexplored three-dimensional figures and colour performance. In perfect synergy with the materials, printing creates movement and texture on the surface that, emphasised with gold details, reproduces an amazing sense of depth, for a guaranteed “wow-effect”.
At Cersaie, the room devoted to the DYS technology is an apparently boundless place where ceramics become an ultra-high-definition printed art.
Every technology has a divine sound on its own, but when it joins together with the others, that’s where the real magic can be seen: a Symphony. Science and technology are understood as instruments used to re-engineer material, while the human presence focuses on the process both as an instrument in its own right and as the conductor of the orchestra. Iris Ceramica Group’s people compose the Symphony with their own voice. Everyone is important in making the Group play its own complete symphony.
Teatri. (= Theatres)
ICG Orchestra.
The programme of events at Cersaie 2024 also includes a tour among the Brand’s theatres in the Iris Ceramica and FMG, Ariostea and Fiandre premises in Fiorano Modenese and Castellarano.
A spectacular digital orchestra that the visitors can conduct with their own movement – becoming conductors for a night – makes up the ICG Orchestra that will play a number of classical symphonies: Beethoven’s No. 6, Mozart’s No. 13 and Vivaldi’s Four Seasons.
With Sinfonia, Iris Ceramica Group showcases the concrete results achieved with the innovating, pioneering DNA that the Group has always been renowned for: the technologies, developed with a view to re-engineering ceramics, pave new ways that blend science and human engineering, forming a choir of shared values and vision.
