Press Release

Cersaie 2012 “BARBEBLEUE”


CERSAIE 2012: BARBEBLEUE – Seven rooms of wonders for seven Novoceram values

Novoceram, French ceramics manufacturer since 1863, takes the inspiration from the famous tale of «Bluebeard» by Charles Perrault to imagine its new booth at Cersaie 2012 as an anthology of rooms conceived as allegories of the seven corporate values.

Is Bluebeard only the cruel character of an old children’s story, or it can also provide the starting point for a great unconventional marketing operation? The answer to this question lies in the eponymous booth of Novoceram, French ceramics manufacturer since 1863. The company takes the inspiration from Charles Perrault’s ancient tale to engage visitors of Cersaie 2012, the International Exhibition of Ceramic Tile and Bathroom Furnishings, in a playful experience to the discovery of corporate fundamental values.

Francesco Catalano, author of the project, has chosen to set aside the darker side of the story and to turn the character of Bluebeard into an harmless fil rouge of an amazing journey through out an anthology of wonder rooms setting up the allegories of the Novoceram core values : Inspiration, Relationship, Charm, Nature, Factory and France. Each one of these six themed areas are entirely covered by the new Novoceram collections Orage, Ciment and Vertige.

As in the Perrault’s tale, in the booth there is also a seventh forbidden room hosting the last secret value of Novoceram. By disobeying Bluebeard‘s ban, visitors may dare to enter this room and finally discover the mystery it hides inside, bringing with them the memory of a funny multimedia experience.

In addition to this magnificent scenography at Cersaie, the theme and the character of Bluebeard have inspired even the intense activity of Novoceram on its social networks, involving fans of the brand in the history of the booth and of its blue bearded hero with exclusive contents and digital applications.

To follow the backstage and all the secrets of « Barbebleue » and to (re)discover all the other Novoceram events, visit the website or the Facebook page.


NAME: Barbebleue
CONTEXT: Cersaie 2012
TYPOLOGY: Exhibition stand
INTERIOR DESIGN: Francesco Catalano
SURFACE: 220m²
INSPIRATION: The Novoceram corporate valuesThe eponymous tale by Perrault and its secret room
ADDRESS: Pavillon 18, Stand B42 – C39Bologna Fair District – Bologna (BO), Italy
DATES: From 25th to 29th of September 2013
OPENING TIMES: From 9.00 to 19.00


The story of Novoceram started in 1863 in Saint-Vallier-sur-Rhône. With its 4 million m² of annual production, 42 million Euros of sales, a production site surface of 120,000 m² and 170 employees, the company is one of the leading producers of ceramic tiles in France. Novoceram adopts a constant and coherent environmental policy that has enabled it to obtain ISO 14001 certification for its Environmental Management System and ISO 50001 certification for its Energy Management System. Novoceram has been part of the Concorde Group, one of the major producers of ceramic cladding in Europe, since 2000.


Francesco Catalano

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.

Scopri di più


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:

Related Press Releases