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Ceramics are a noble, living material as well as an ancient companion to human history, art and emotion, where beauty and function are inseparably linked. Yet their meaning and value can be elevated even further through technological innovation. This is the lens used by Iris Ceramica Group when approaching this special medium: a quiet, respectful stance that doubles as a declaration of intent, seeking to reveal its deepest essence – its alchemical soul. The company expresses this vision through The Magical Journey – Revealing our Alchemical Soul, a physical and metaphorical narrative unveiled at Cersaie 2025. Conceived as “an alchemical transformation within matter that turns ceramics into gold”, the project becomes a metaphor for the Group’s cultural approach and commitment to recognizing ceramics as a noble, precious resource. In this telling, ceramics are elevated to the value of gold in human hands – yet to transform, and in turn transform the world around them, they rely on innovation: the closest thing to a magic formula.
This transformative journey took public shape in the installation unveiled at Cersaie, where the exhibition space was conceived as a Magnum Opus, a symbolic pathway of magic divided into three stages of ceramic discovery. The experience was elevated by applied technologies and digital morphing developed by visual artist Lorenza Liguori, whose involvement proved vital in achieving the desired immersive impact. The journey culminates in Alchimia&Iris Ceramica Group technology, where an audio-video system seamlessly disappears and reappears thanks to a system engineered specifically for the Group’s slabs. Among the new technologies introduced by Iris Ceramica Group is a water-based system for both decorative inks and surface texturing. Implemented on two new production lines, it is the result of extensive R&D aimed at reducing environmental impact while preserving – and even elevating – esthetic quality, with ultra-high-definition graphics, as well as technical performance. The new process accentuates texture, color and material depth, yielding ceramic surfaces of remarkable visual intensity. Two lines are currently in operation, with further expansion already planned: “This authentic transformation to a more sustainable future is changing the face of ceramics today”, the company noted.
Iris Ceramica Group
E-mail: comunicazione@icgmail.com
www.irisceramicagroup.com
