For Milan Design Week 2024, the Iris Ceramica Group presents a dual initiative, starting with a new exploration of the relationship between physical and digital - which will materialise in its renovated showroom - and continuing with an installation, designed by Zaha Hadid Design (ZHD), that searches for the essence of ceramic materials.

But let's start from the showroom in via Santa Margherita 4, in the heart of Milan: the Iris Ceramica Group's exhibition space will propose a "phigital" experience, physical plus digital. Far beyond the classic display of materials, the completely renovated showroom expresses all the artistic and technological soul of the Iris Ceramica Group. Its new name, ICG Gallery, encapsulates the heart of the company that focuses on research - for the development of innovative technological solutions - and creativity capable of giving life to noble surfaces of high artistic value. A Gallery where the Group's values take shape, colour and substance: a space in which visitors truly immerse themselves into the fourth dimension.

To explore the themes dealt with in the Poesis Materiae installation, which will invade the spaces of Piazza Mercanti, we spoke with Maha Kutay, co-Director in the ZHD studio.

The designer begins by telling us about the theme developed, and what their formal interpretation was: “we wanted to address Fuorisalone’s theme ‘Materia Natura’ by highlighting the potential of ceramics as a versatile, natural and truly sustainable material –– showcasing the inherent characteristics of ceramics while also emphasizing the multiplicity of uses and unassuming beauty of this material. Our concept ideally describes a stratified natural landscape, informed  by forces and elements such as fire and earth –– just like ceramics.”

Enhancing the qualities of ceramics is, of course, one of the goals of the monumental installation. “Ceramic elements are extremely durable yet also sustainable and versatile –– a unique balance that certainly appeals to us, especially because it's achieved through the intelligent use of state of the art technologies combined with human ingenuity, an effort that allows to rationalise industrial processes as well as ensuring the sustainability of the whole supply chain.” ZHD’s co-director tells us. The installation challenges conventional applications of ceramic material by exploring fluid, curvilinear designs. “The installation coherently merges traditional procedures of standardisation with the non-orthogonal, fluid lines of the design –– highlighting through the most innovative industrial techniques the ductility and plasticity of the material, as well as the genuinely sustainable aspects of the overall production process,” continues Maha Kutay.

Visitors will be able to walk around and through Poesis Materiae to experience the installation from every possible angle. “The design of the work encourages a sense of movement and the resulting change of perspective and view, just as happens when we are exploring a natural landscape,” concludes Maha Kutay.