TEMPORARY SHOP 2008: L’ÉCHAPPÉE VERTE – A temporary shop in Paris to discover the natural charm of Novoceram
Novoceram, French ceramics manufacturer since 1863, recreates a dreamlike and surreal underworld with «L’Échappée Verte»: an interactive temporary shop in the heart of Paris to celebrate the achievement of the Ecolabel certification on the full range of products and raise awareness to the respect of nature.
Novoceram, the first French ceramic tiles manufacturer to have obtained the prestigious Ecolabel certification, presents “L’Echappée Verte”: a surreal temporary shop in the heart of Paris where you can discover the Natural Charme of Novoceram and approach the theme of ecology through an unforgettable interactive experience.
For only 18 days, « L’Echappée Verte » offers a unique chance to experience the thrill of a visionary last day out in nature before the end of summer and attend a full program of events and seminars in partnership with leading institutions involved in the defense of the environment.
The project signed by Francesco Catalano, Creative Director of the brand and interior designer, draws an initiatory path that winds through a series of small rooms, involving visitors thanks to an imaginative design populated by animals, enchantments, fairies and other fairytale characters. The result is a series of twists and turns that surprise the visitor, who gradually loses the sense of reality to become the star of a fairytale world in which every object seems miraculously come alive.
To complete the meaning of the temporary shop « The Echappée Verte » and celebrate the conquest of the prestigious Ecolabel certification on its full range of products, Novoceram has chosen not to give a gadget as a souvenir of the visit, but to plant a tree on behalf of each registered visitor, who receives its adoption certificate to remember his ecological experience within the temporary shop.
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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