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At Fuorisalone 2024, as part of Milan Design Week, Iris Ceramica Group redefined ceramics with a groundbreaking narrative that traversed the realms of virtual and physical reality. This was brought to life through two distinct showcases: the temporary Poesis Materiae installation in Piazza dei Mercanti, designed by Zaha Hadid Design, and the concrete, immersive ICG Gallery at Via Santa Margherita 4.
The restyling of the ICG Gallery, spanning three levels and adorned with exquisite surfaces of significant artistic merit, is a continuation of the Group’s initiative seen in London and Berlin, aimed at revitalizing all its showrooms. This redesigned space invites visitors on an immersive journey through materials, surrounded by the colors, shapes and textures of the ceramic surfaces on show, promoting the concept of #UnlockTheExperience. The ICG Gallery on the ground floor serves as a bridge between the physical and digital realms, offering a space where the Group’s values are showcased through the display of materials. Visitors can explore them and use the material library to create inspiring mood boards. The complex also features video walls and integrates with the augmented reality of the ICG Play app, dedicated to highlighting the story behind the four properties of the environmentally friendly Active Surfaces®. On the upper floor, Ceramica 4D takes center stage, shown in numerous living areas. Meanwhile, on the lower floor, a former bank vault safeguards the most precious surfaces: the gold of Bottega d’Arte. Here, visitors can explore the full-body area, a dedicated workspace for designers and architects, as well as the “Diesel Living with Iris Ceramica” project.
This pathway exploring the concrete and the virtual was enriched by the Poesis Materiae installation, which placed ceramics at the center and transformed the surfaces into a moving wave, in line with the “Materia Natura” theme of Fuorisalone 2024. This work, which represents a magnificent landscape, celebrates the ingenuity, spontaneity, versatility, durability and sustainability of ceramic materials. The slabs, redesigned with sinuous and dynamic shapes, serve as focal points to narrate the poetic and natural essence of ceramics, promoting the ethos of the informed design culture cherished by Iris Ceramica Group. Technological innovation, sustainability, beauty and excellence are the Group’s core values, which are reflected in both the temporary installation by Zaha Hadid Design and the permanent design of the ICG Gallery.
Iris Ceramica Group
E-mail: comunicazione@icgmail.com
www.irisceramicagroup.com
