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Ceramics of Italy met Austrian architects

The Italian ceramic industry continued its intense promotional efforts aimed at the world of international design. On 25 and 27 March 2014, two Ceramics of Italy meetings entitled “Italian Winter” were hold in Austria, the first at the Dom im Berg in Graz and the second at the Gschwandner in Vienna.

Organised as part of the lead-up to Cersaie 2014, these meetings aimed to inform participants about new developments in Italian ceramics; to create a preferential channel of communication between architects and Confindustria Ceramica member companies based on one-to-one meetings; to discuss materials and their applications with architects; to identify criteria for selecting materials; to foster an understanding of the value of Italian products; to promote an awareness of the Ceramics of Italy sector trademark and the positive values that it enshrines; and last but not least to promote Cersaie as the highlight of the year’s programme of events aimed at architects.

These meetings are strongly attended by Italian ceramic companies, with 29 companies now taking part. This testifies to the effectiveness of a participation formula that has proved popular with both Italian manufacturers and architects from the various cities. Each participating company is provided with a sample display desk and a support for displaying large-format products.

The participating companies are: Casa Dolce Casa, Casalgrande-Padana, Fondivalle, Globo, Sant’Agostino, Atlas Concorde, Caesar, Keope, Panaria, Refin, Ricchetti, Settecento-Valtresinaro, Cipa Gres, Cisa, Cooperativa Ceramica d’Imola, Cotto d’Este, Fap, Fincibec, Fioranese, Flaviker, Floor Gres, Gamma Due, Gigacer, Lea, Marazzi, Serenissima, Sicis, Supergres and Tagina.

Another popular and now well-established feature of the events is the talk on architecture and ceramics given by an Italian keynote speaker. The ambassador for Ceramics of Italy at these two latest meetings will be the architect and lecturer at Zurich Polytechnic Sebastiano Brandolini, now principal of the Milan-based design firm Brandolini-Gallizia.

Given the informal venues (renovated industrial buildings) and programmes of the meetings, architects will have a chance to establish a continuous dialogue with the participating companies, admire new products and enjoy Italian food in a relaxing and typically elegant Italian setting.

The events are organised in partnership with the Austrian tile fixers’ and distributors’ association, Oesterreichischer Fliesenverband, alongside a campaign that is being launched this year to promote ceramic tiles in Austria entitled Meine Fliese. This campaign will involve the press, radio, TV, internet and social media and aims to inform Austrian consumers and architects of all the benefits offered by ceramic tiles in terms of aesthetics, sustainability and ease of cleaning. Major efforts will also be focused on the distribution sector and points of sale using a series of Meine Fliese and Ceramics of Italy merchandising tools.

The meetings will also be the first occasion for presenting and promoting the programme of the 32nd Cersaie, the international exhibition of ceramic tile and bathroom furnishings to be held from 22 to 26 September 2014 (www.cersaie.it). In particular, a lucky architect at each of the events will have the chance to win an award trip to Bologna for Cersaie.

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