Designer’s Days 2010 : « Mister X » – The Temporary Story by Novoceram at Designer’s Days 2010 in Paris
In its temporary installation at Designer’s Days 2010, Novoceram, French ceramics manufacturer since 1863, stage the imaginative story of Mister X, a curious character with ten faces that changes his clothing style, the design of his home and – of course – the floor of its rooms, for each of his different identities.
Designer’s Days, the most important international design event in Paris, celebrates its tenth anniversary by inviting architects, designers, and especially general public to discover the temporary installations conceived for the occasion by leading design companies all around the main theme, obviously the number 10.
Novoceram, French ceramic tile manufacturer since 1863, joins this group of ambassadors of design to tell a story that is both original and fun, structured around “Les 10 visages de Mister X” (the 10 faces of Mister X): an imaginative character who inspired the installation conceived by Italian interior designer Francesco Catalano, Novoceram’s art director.
For these six days, Mister X has given Novoceram the keys to his Parisian pied-à-terre where he keeps the secret of his ten identities. Obsessed by detail, he composes every characteristic of his personalities in his image with almost maniacal care and attention, whenever he changes identity: from style of clothing to tone of voice and even the elegant and mutable interior design of his home, thanks to the versatility of Novoceram Indoor Plus, Novoceram Outdoor and Novoceram Outdoor Plus, the floating laying systems combining all the advantages of ceramics with the possibility of renewing the appearance of indoor and outdoor tiling quickly and easily.
21 rue des Filles du Calvaire – Paris 3ème,
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.
- Download all images : Mister X Images (.zip Document ZIP / 131,3 MB)
Click on an image to enlarge then right click to download in high definition.