CERSAIE 2013: THE PARTY – A mid-century modern villa to celebrate the Novoceram’s 150th anniversary
Novoceram, French ceramics manufacturer since 1863, celebrates 150th anniversary with the booth « The Party »: a modern reinterpretation of the famous scene of the film « Hollywood Party » by Blake Edwards at Cersaie 2013, the International Exhibition of Ceramic Tile and Bathroom Furnishings in Bologna.
Novoceram, French ceramics manufacturer since 1863, celebrates its 150th anniversary with « The Party« , its new booth at Cersaie 2013, the International Exhibition of Ceramic Tile and Bathroom Furnishings.
The stand reinterprets the famous set design of the film « The Party » by Blake Edwards (1968): a villa in a modernist style studded of yesterday and today design classics. The project, designed by the interior designer Francesco Catalano, draw a new, unpublished declination of Novoceram living, that visitors will discover along a path through essential spaces completely covered with new ceramic collections of the house, where the purity of the furniture is animated by the works of the artist Paolo Fiorellini.
Ancient masks of war, arcane appearances and visionary armors, chase each other in the rooms of the green inner courtyards telling the story of the imaginary hosts: refined collectors are able to revise the mode to invent a concept of living always present, but immune from time, such as that carried out in the last 150 years by Novoceram.
Floors and walls become large pages for writing the next chapter in this centuries-long history with the ceramic tiles of the new collections Formes and Talm that explore two eternal themes such as stone and metal, to symbolize the value of time, subtle leitmotif of the entire event.
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
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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