CERSAIE 2008: CONTE D’ÉTÉ – The atmosphere of a summer in Provence relives in the Novoceram booth
Novoceram, French ceramics manufacturer since 1863, presents his booth «Conte d’été»: a Provencal « mas » reinterpreted in a contemporary way to bring the scents of summer at Cersaie, the International Exhibition of Ceramic Tile and Bathroom Furnishings in Bologna.
Novoceram, French ceramics manufacturer since 1863, takes inspiration from the relaxed lifestyle of the south of France to recreate the casual elegance of a holiday home in Provence in its stand « Conte d’été » at Cersaie 2008, the International Exhibition of Ceramic Tile and Bathroom Furnishings in Bologna. In the project designed by Francesco Catalano the circular lines of the seventies are combined with the silvery green of olive and lavender leaves and the sunny orange of the South of France, all lightened by smooth touch of copper.
Step after step, visitors feel like they are guests of the private spaces of an imaginary family which spends its holidays every year in this reinterpreted « mas » in a Provencal atmosphere, perhaps beyond the stereotypes, but full of unmistakable references, from its delightful wafts of lavender scent to the typical rhythm of the song of the cicada, symbol of Provence, whose image is reproduced on numerous details of the décor and inspires the official graphic identity of the event.
To discover the « Conte d’été », visitors are taken through a sequence of inner rooms and large terraces « en plein air » presenting collections Origine and Samsara conceived for both indoor and outdoor areas, and the precious ceramic coverings Florilège, Aquarium and Dentelle.
The symmetrical structure of the stand is emphasized by the presence of two circular doorways in the centre of the windows like eyes in a pair of binoculars: a small tribute to the genius of Hungarian architect Antti Lovag whose rounded lines in Pierre Cardin’s Palais Bulle transformed the silhouette of Théoule-sur-Mer into a paean to the imagination and who developed an interesting theory on the use of circular shapes in architecture whose influence, toned down with respect to the visionary daring of the Palais Bulle, reoccurs in many houses built in the 1970s throughout Provence.
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 and170 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
Our press office, the whole Novoceram team and Management are at your disposal for any further information or for an interview about the booths, the products or the company. Do not hesitate to contact us at: firstname.lastname@example.org.
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