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Factory identity through Italian ceramics

by Andrea Serri

Once upon a time factories were such that their entrance looked more like one of Dante’s circles of Hell than a place that was to host employees and workers for many hours a day. The extreme attention given to effective division of spaces, together with a lack of time to put everything into place, made them working areas where chaos and confusion reigned supreme. But this is no longer the case: the past has almost disappeared, leaving room for new and better setting.

In the framework of today’s approach, that sees factories opening their doors and stories up to the public, the production of goods becomes a reality to show, a distinctive element of identity that makes you stand out from competition. It acts as a direct experience to show how quality is created, but also works as a soundness indicator – which is really appreciated in a world driven by the ephemeral, the evanescent, and the frivolous.
From the high fashion clothing brands to the most renown Italian wine labels, through laboratories and research centres, everywhere it is a celebration of the manufacturing process, with the container getting an active role in illustrating the factory’s values, and its successful story and secrets that lie behind the quality that gets appreciated all over the world.

Italian ceramics, starting from its own factories, are leader in this transformation, offering solutions (such as the largest sizes and formats) to enhance the buildings’ façades, improve the comfort and functionality of reception and offices, make production rooms more elegant and easy to clean. Or give new life to old solutions and effects, enhancing the present with values and meanings belonging to the past.

[ Editorial of Cer Magazine NEWS n. 5/2017, the Ceramics of Italy e-magazine ]

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