Florim-CEDIT unveil a versatile narrative of ceramics at Milan Design Week 2023

In the furnishing industry, Florim is known for seamlessly integrating design and functionality into its expansive offerings. Driven by an unwavering passion for beauty and an unyielding determination, Florim has consistently defied conventions, transforming tiles from mere functional components into exquisite design objects. With a heritage rooted in the Sassuolo ceramic district in Modena, over the last six decades, the brand has emerged as an influential global trendsetter under the leadership of Claudio Lucchese. As the brand returned to Milan Design Week 2023, they unveiled two special projects that captivated the visitors. The first was the Compatta collection, created in collaboration with renowned designer Federico Peri for the esteemed CEDIT - Ceramiche d'Italia brand. The second project showcased the brand's latest Florim stone surfaces.

COMPATTA Collection

Showcased at Salone del Mobile, the Compatta collection by CEDIT represented the creation of designer Federico Peri, marking his debut in the world of ceramics by exploring the profound essence of ‘earth.’ His collection celebrated the vitality of this primordial material, which possesses infinite malleability and is shaped by both nature and humans. Compatta aimed at combine the traditional craftsmanship of rammed earth with cutting-edge technological innovation.

"The dialogue with Florim started several years ago with CEDIT's invitation to try my hand at using a material, that for me was as yet unexplored—ceramic. After an initial, more cognitive, and formative phase, we have developed a project that speaks of authenticity and harmony over the past year. It only took a short time to realise how combining creativity and industry, design and production was an opportunity to challenge limits by trying to overcome them,” shares Peri.

This narrative seamlessly intertwines the past and the present, harmoniously blending the essence of the natural earth, the expressive prowess of the designer, and the utilisation of advanced ceramic production techniques. It exemplifies CEDIT's unwavering spirit of experimentation, encapsulating the perfect fusion of traditional roots and contemporary vision. Concluding this thought, Peri adds, "The idea of the collection is an avowed revival of the ancient rammed earth construction technique, a very ancient construction method based on the overlapping of extremely compact soils that form load-bearing walls or partitions within dwellings."

Drawing inspiration from the ancient technique of compacted earth construction, Peri presented his unique interpretation of the grand CEDIT slabs. The aesthetic character is evocative, rugged, and textured, further enriched by a captivating interplay of light and shadow that animates the ornamental elements. Compatta goes beyond the traditional two-dimensional nature of ceramic materials and embraces three-dimensional elements of varied sizes and shapes, inspired by diverse stylistic influences. The essence of Compatta thus reflects a synthesis of the past and present, skillfully intertwining the enduring charm of ancient construction techniques with contemporary creativity.

SCENARIOS by Matteo Nunziati

Florim stone presented at Milan Design Week, this year, seamlessly blended design and functionality within its large-format surfaces. These surfaces, manufactured through a highly sustainable design process, were the outcome of the brand’s extensive innovation and research efforts, boasting an array of certifications.

Making its debut at design week, FLORIM stone presented versatile and imaginative design solutions, introducing thirteen new surface options, each contributing to its diverse aesthetic and material effects. The SCENARIOS installation, skillfully crafted by Italian architect and designer Matteo Nunziati, showcased these surfaces to the public. Nunziati beautifully interpreted and highlighted the brand's characteristics through a dual project, spanning the exhibition stand at Salone del Mobile and the Showroom in Brera.

As Nunziati explains, "I imagined two different installations, both with the same name, SCENARIOS, united by a common thread that harks back to the ‘deconstructivist’ approach—a legacy from the historical and artistic avant-gardes of the early 20th century. We started with a concrete project—the one on the Salone stand—which shows the different design solutions that can be realised with FLORIM stone surfaces in an ambient key. This installation was the subject of real experimentation with deconstructivism, which allowed an abstract version of the stand spaces to be recounted in the showroom. The ceramic material was thus decontextualised from the environment to become the protagonist of conceptual micro-scenographies with an emotional flavour."

At the Salone stand, SCENARIOS captivated visitors by demonstrating myriad applications of FLORIM stone within an interior design project—a villa composed of five distinct spaces: living room, kitchen, bathroom, gym, and bedroom. The flagship store offered a ‘deconstructed’ rendition of the stand spaces, reviving them through five installations characterised by a more abstract concept. Here, Florim stone surfaces, conceived as individual elements, transcended their original context and transformed into conceptual scenography.

The installations breathed new life into the surroundings, showcasing Florim stone surfaces as a unified element. These pieces served as reminders of the diverse environments that compose the original stand installation. The flagship store brought a fresh and imaginative perspective on the stand's concept through this artistic interpretation. With both installations demonstrating the versatility of Florim stone, underscoring its ability to blend into various interior projects seamlessly. From the villa's interiors that exemplify its adaptability to the abstract installations at the flagship store, the brand showcases its prowess in creating captivating and functional design solutions.

STIR’s coverage of Milan Design Week 2023 showcases the best exhibitions, studios, designers, installations, brands, and special projects to look out for. Explore Euroluce 2023 and all the design districts—5Vie Art and Design, Brera Design District, Fuorisalone, Isola Design District, Tortona District, and Milano Design District—with us.

(Text by Khushi S Tandon)