CERSAIE 2006: LE JARDIN DES SENS – In the Novoceram booth at Cersaie 2006, there is a garden pampering all the senses
Novoceram, French ceramics manufacturer since 1863, presents its booth « Le Jardin des Sens »: a scented garden staging the elegance of its collections and the whole company philosophy evoking all the charm of French style at Cersaie 2006, the International Exhibition of Ceramic Tile and Bathroom Furnishings in Bologna.
There is a secret garden where you can hear the tastes, stroke the sounds, see the scents and breathe the beauty: it’s Le Jardin des Sens, the space where Novoceram, French ceramics manufacturer since 1863, presents its latest collections for the home at Cersaie 2006, the International Exhibition of Ceramic Tile and Bathroom Furnishings in Bologna.
The interior designer Francesco Catalano, author of the project, designed the booth as an elegant Parisian apartment built around a central courtyard of Japanese maples, wrapped by a circular path that leads visitors through different interpretations of Novoceram charm to discover the personality of an imaginary householder: a cultured man, who loves sports and travels, whose style is perceivable throughout the house, room after room.
Refined details set against the freshness of a floral design conjured up a magical atmosphere where the unmistakeable elegance of Novoceram‘s creations and the company’s philosophy were encapsulated in eight refined settings, evoking all the charm of French style which Novoceram has been interpreting with its products since 1863.
Every detail was conceived to pamper the visitor, with delicious mises en bouche, delightful French wines, mysterious scents and voices whispering the magical alchemies of the new collections, turning the booth into a magic garden where guests can live an unforgettable sensory experience.
The story of Novoceram started in 1863 in Saint-Vallier-sur-Rhône. With its 4 million m² of annual production, 40 million Euros of sales, a production site surface of 90,000 m² and 170 employees, the company is one of the leading producers of ceramic tiles in France. The first French ceramic tile company to obtain the Ecolabel award and the only French ceramic producer to obtain the ISO 14001 certification for its environmental management system, since 2000 Novoceram has been part of the Gruppo Concorde, one of the largest producers of ceramic tiles in Europe.
Francesco Catalano is the designer behind all the booths and exhibition spaces of Novoceram. He is Marketing Manager and Art Director for the company and owner of his own interior design firm based in Reggio Emilia (Italy) specialized in bold, unconventional interiors for commercial and residential environments. His work is recognized throughout the design community, winning awards like the prestigious Etoile of the Observeur du Design, in France, and several nominations to the Compasso d’Oro, in Italy. He is also a prolific author of marketing books and articles. In 2010 he founded the blog Gorgonia where he shares his knowledge about marketing and design.
INFORMATION AND INTERVIEWS
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