Tile Week: An Immersive, Multisensory Experience

From September 22 through 26, Marazzi Group presented the fourth edition of Tile Week in its Sassuolo ceramics district. Featuring interactive totems, AI-mediated presentations, and gastronomic experiences, the event took visitors on a journey through the company’s past and present. This year the event comprised a series of complementary displays, with a succession of spaces, products, and materials that each evoked different emotions through an interplay of innovation, creativity, materiality, interaction, and style. At the heart of the event were the group’s three brands: Marazzi, Ragno,and The Top. Each one featured a recently updated showroom along with new collections and installations. Multilingual AI voices also helped describe the surface treatments – a good example of how products and technology can and must continually interact.

90 years of Marazzi

To celebrate Marazzi’s 90th anniversary, artist Andy Rementer was commissioned to illustrate ten totem installations depicting the company’s most important milestones. At the end of the installation pathway were two kiosks. The first concentrated on publishing, with booklets adapted from the volume Marazzi under the Skin. The second showcased digital experimentation, featuring digital humans Anna and Carlo – interactive avatars who spoke to visitors about the company’s past and future.

Continuing the event’s historical theme, Crogiolo Marazzi – the company’s original factory dating from the 1930s – transformed into the multisensory Immersive Lounge, where video, sound, and installations celebrated the brand’s identity.

Beyond materials

A highlight of the event was The Top showroom kitchen, where Tortellante – a social initiative promoting autonomy and inclusion for autistic young people through tortellini production – contributed to the Tortellino Masterclass, which blended Emilian cooking with the craft and innovation that typify Marazzi’s The Top brand.

Finally, every evening of the five‑day event featured the Crafting Emotions Show, an immersive performance that combined music, light, and visual effects with Marazzi Group’s design and architecture, offering visitors a chance to step into the world of ceramics as a cultural, emotional, and lived experience.

For more information: www.marazzi.it