The management and positioning strategy to establish the industrial Group, international market leader in architectural ceramic surfaces, in major design capitals continues with a new showroom for Iris Ceramica Group Milan, on the corner of via Santa Margherita and private via Farine.
Located between the Duomo and Piazza Cordusio, Holding’s new welcoming flagship store provides an overview of the entire collections and designs of its brands: Ariostea, FMG Fabbrica Marmi e Graniti, Fiandre Architectural Surfaces, Iris Ceramica, Porcelaingres, SapienStone and newly launched bathroom furnishings brand Seventyonepercent®.
Following on from the recent opening of its London, New York and Berlin stores, the Group has transferred its business headquarters from the historic SpazioFMG per l’Architettura gallery in the Tortona quarter, to a new, larger and more prestigious location in Brera, enabling the firm to better accentuate its expertise and cultural heritage gained in over twelve years of exhibitions and events.
Curated by Area-17 Architecture & Interiors design studio, the new 750 square meter premises for Iris Ceramica Group Milan were previously occupied by a bank and extend over three floors.
When refurbishing the entire structure, particular attention was paid to designing an exclusive ambiance aimed at creating a strong emotive, personal relationship with customers. The building’s previous function as the custodian of precious items has been preserved and emphasized by retaining the original vault which has been tiled with eco-active materials from the Active Surfaces collection.
Central to the project are the cohesive design, in line with the distinctive proportions of the structure, and interpreting the premises as spaces to be lived in. Visitors are actively encouraged to discover the unrivaled aesthetic appearance of the ceramics and invited to physically touch the superb quality materials in the brands’ wide range of tiles and furnishings.
The imminent opening also puts the spotlight on launching Seventyonepercent, previewed inside the new Milan flagship store. The latest brand, created in collaboration with Paolo Castelli, offers unprecedented aesthetic experience in the wellness & bathroom sector, through a collection of complementary furnishings combining research, design and sustainability.
Iris Ceramica Group Milan aims to become a point of reference and inspiration for the international community of architects and interior designers. Rather than a mere display area it is an exclusive meeting place to establish business relationships and generate new synergies.
IRIS CERAMICA GROUP PRESENTS SEVENTYONEPERCENT, A NEW BATHROOM EXPERIENCE
The imminent opening also puts the spotlight on launching Seventyonepercent, previewed inside the new Milan flagship store.
For the launch collection, this ambitious project involved working together with the prestigious firm owned by Paolo Castelli and aims to offer original aesthetic experiences to an increasingly discerning clientele seeking an authentic, distinctive design.
An exclusive interpretation of the bathroom, with a focus on taking care of body and mind, where ceramics and other top quality materials are used together to create unique compositions that combine techniques and craftsmanship with highly sophisticated “Made in Italy” design.
Integration, balance and harmony are the key words that reflect the philosophy of this new brand and embody its founding values: the bathroom acquires a new identity and becomes synonymous with an exclusive place for regeneration to be experienced.
Integration, as a way of allowing spaces to contaminate each other in a positive way, complementing one another and blending together to create flexible, contemporary living solutions; balance as the driving force behind the development of a cutting-edge product that combines innovation and tradition, artisanal details and design culture, aesthetic quality and functionality; and, finally, harmony, a global guiding principle according to which elements that are distant and not related to each other, such as water and earth, can influence each other and coexist.
This is how Seventyonepercent came into being: in fact, the interaction between water and earth is the ultimate example in nature of balance and synthesis; while these two noble elements merge together, 71% is the percentage of the surface of the Earth covered by water.
In this project, water is the inspirer of the new brand as a source of life, a symbol of well-being and an example of true sustainability, for conscious, future-oriented design.
An artisanal production chain, with 100% Emilia-based design and engineering, supports the production stages of Seventyonepercent, demonstrating its ongoing commitment to the economic relaunch of the area and of its resources, which is something that Iris Ceramica Group and Paolo Castelli S.p.A. have always had in common.
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