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Ceramicland: Expo 2015 stops in the Emilia-Romagna ceramic district

by Simone Ricci

Ceramicland is an invitation for visitors at the Expo Milano 2015 to come and meet the land of ceramics. Conceived within a project of industrial tourism, it is a four-part tour carrying people through the genesis and the story of Italian ceramic tiles. Tourists will be able to find out about the story of the most important industrial district for ceramics for architecture by visiting its museums and its decoration laboratories, where creative designs are developed; its machine factories, where sophisticated technologies are designed and built; and its ceramic tile manufacturing plants, where finished products are first made and then displayed in showrooms. The half-day tour which is linked to Discovery Ferrari and Pavarotti Land will bring Italian and foreign visitors into contact with the rich and productive Sassuolo district, giving them the chance to experience its excellent culture, life style, and food.

Distretto

Ceramicland has been developed by Confindustria Ceramica together with the municipalities of the ceramic district and Discover Ferrari & Pavarotti Land, with the sharing idea to have the project operating for the Expo event and beyond.

As said by the Chairman of Confindustria Ceramica Vittorio Borelli during the press conference, “It won’t be our tiles to go around the world this time; instead it will be the world to come and visit our factories and show rooms, and to see how our globally appreciated construction materials and decorating wall- and floor- tiles are made. Visitors will experience the value of our products, having its roots in our culture, design, heritage, and a widely recognized aesthetic value”.

“But Expo 2015 also offers a second rendezvous for Italian ceramics. The first 10 days of May, at the very opening of the event, will see “Ceramics of Italy Workshop” – a 190 sq m exhibition held at the Impluvium area of the Triennale di Milano. The exhibition will have as main theme ‘food and ceramics’: the deep connection existing between nutrition and ceramics will be shown in an original, evocative and also interactive way. We can well say that Expo goes hand in hand with Cersaie – Borelli concluded – the international exhibition of ceramics and sanitaryware starting Sept 28th in Bologna and present at the Expo 2015 in the Emilia-Romagna area of the Italian Pavilion”.

“This project is mostly important because for the first time public and private excellencies of our territory have joined together to create a shared network – confirms Claudio Pistoni, Mayor of Sassuolo. Our aim is to attract tourists to this traditionally industrial land by promoting high-quality tourism, a significant driving force for our economic development. This operation is linked to and aimes at being an integral part of Expo 2015; yet it should stretch its action well after the Expo has ended, with the public and private sector jointly cooperating to stand the test of time. This is the first time a tourist project is set up for the Sassuolo area: we are expecting not less than 50,000 people during the Expo – concluded Pistoni”.

TilesMuseum

“The attractiveness of the Ferrari industry – declares Antonio Ghini, Director of the Ferrari Museums of Modena and Maranello – is an integral part of the story, tradition, and culture of our territory. “Discover Ferrari & Pavarotti Land” is a project involving the key features and excellencies of the territory around Modena: motors, food, ceramics, sausages, music and balsamic vinegar. A shuttle service from the HS train stations of Reggio Emilia and Bologna is guaranteed every hour to carry passengers to the places they want to visit. Tourists will have two full day free access to transports, museums, and factories for just 60 euros. Hopefully this will be the first of a series of projects to come. An improved transportation system would make it easier to move around and appreciate the excellencies of our Made in Italy – Ghini concludes”.

“Ceramicland stems from last autumn’s positive experience and sets out to become a strategic experiment where the local territory and production are at the core of its essence – explains Gregorio Schenetti, Regional Minister for the City District of Sassuolo. To be strong on the territory means to be strong in the world: the true inner values of Made in Italy are also and above all cultural values, originating from the territory and meant to last longer than Expo. Ceramicland is connected with “Discover Ferrari & Pavarotti Land”, where tile factories are partners of a tour for the discovery of local excellencies such as ceramics, nature, spas and thermal waters, and museums. A project to bring Ceramicland to Sassuolo’s main square Piazza Martiri Partigiani is currently under study – concludes Schenetti. This square is a good example of urban decoration employing ceramics, giving the immediate idea that people have arrived right in the heart of ceramics homeland, where technology, creativity and imagination contribute the the creation of some of the best products in the world”.

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