The Magical Journey at Cersaie
At Cersaie 2025 – one of the globe’s biggest ceramics surfaces expos – Iris Ceramica Group presented The Magical Journey, a transformative experience that reflected the group’s cultural approach and commitment to ceramics.
Iris Ceramica Group continues to lead the world in creating ceramics that are at the forefront of technological advancement. For the group, the noble, ancient material represents ‘beautility’, an unparalleled blend of beauty and function, underscored by aesthetics, technique and superior performance. That philosophy was crystallised at the company’s groundbreaking exhibition at Cersaie 2025, the International Exhibition of Ceramic Surfaces and Bathroom Furnishings staged in Bologna in September.
The underlying concept of The Magical Journey – Revealing our Alchemical Soul exhibit was transformation: how, through Iris Ceramica Group’s innovative approach, ceramics are symbolically transmuted into ‘gold’, imbuing them with new form and enhanced meaning.
The multi-site experience encompassed both the exhibition space at the fair and the company’s facilities. The immersive event began at ICG’s Fiandre site in Castellarano with Breaking, the moment which sparks growth and change, and comprising a fragmented landscape made of columns and dark elements that played with reflections. Then, at the Iris Ceramica and FMG site in Fiorano Modenese, Glowing represented the act of purification, embodied in ethereal spheres, floating elements and weightless, suspended bubbles. The final stage, Revealing – hosted in the Ariostea showroom in Castellarano – was the moment where new perceptions and interpretations unfold, set in a serene flower garden.
At the entrance to each space, guests passed through a portal, symbolic of entering a new world where they were encouraged to partake in culinary and play experiences. Stepping through the portal was envisaged as a way for visitors to become alchemical travellers, challenging their points of view.
The booth’s immersive installation was the work of cutting-edge visual artist and graphic designer Lorenza Liguori, who creates imaginary universes through different materials, colours, substances and shapes that blend to create three-dimensional objects. Liguori interpreted the first two steps of the journey through two different immersive video morphings. The final step of the journey, Revealing, took shape through Iris Ceramica Group’s surfaces, creating an inspirational environment enhanced by Alchimia technology (developed in partnership with VBH).
These surfaces can transform into displays and speakers, transmitting both visuals and sound while preserving the form of the ceramics.
Revealing was made possible by the exclusive collaboration between Iris Ceramica Group and Alchimia, in which the cutting-edge technology has been integrated with the group’s ceramic surfaces. This collaboration sees screens and audio-video systems concealed beneath a continuous ceramic surface, allowing them to appear and disappear on command. These surfaces can transform into displays and speakers, transmitting both visuals and sound while preserving the form of the ceramics.
Alongside the new technological solution that re-engineers ceramics by enhancing their functions, the group’s brands have also developed hi-tech ceramic surfaces which embody beauty and endless application possibilities.
