Florim relaunches the CEDIT brand – Ceramiche d’Italia, a high-end product that creates original and expressive dialogues with the art and contemporary design worlds.
The historic brand has been a unique benchmark in its kind, proposing decorative and chromatic solutions, completely new in the interior design field, developed thanks to the long and fruitful collaboration with some of the leading artists, architects and designers of that time. Prominent characters such as Marco Zanuso, Ettore Sottsass, Alessandro Mendini, Sergio Asti, Emilio Scanavino, Mimmo Rotella and Gino Marotta signed the historical collections - architects with high-level creative standards – paired with singular ceramic accessories designed by masters such as Achille and Pier Giacomo Castiglioni, the Dam Group and, again, Ettore Sottsass.
For more than fifty years, CEDIT has been synonymous with material testing and design research in the ceramic tile industry. CEDIT – Ceramiche d’Italia - returns as the key manufacturer of the ‘Made in Italy’ with a new expressive season: the result of the collaboration with some of the most prestigious names in the contemporary italian creative fields.
A product with extremely high material characteristics and functional performances, a balanced synthesis between artisanal qualities and technological innovation.
Two exclusive events will present six exclusive expressive compositions designed by six Authors, taking place simultaneously during the 2016 edition of the Salone Internazionale del Mobile, at the locations, still in phase of mutation, of the space CEDIT at Foro Buonaparte 14.
The compositions travel between fabrics, symbols, erosions, materials and memories reinterpreted through the lenses and the creativity of the selected artists and designers – Italian products symbol of the Italian excellence told to the world, and belonging to different generations. A hidden universe emerges from personal readings and interpretations, renewing the idea of architectural space, reinventing the sense of place, time, and living.
Free of size constrictions, the new expressive compositions offer porcelain slabs in various sizes inspired both by a sophisticated interpretation of the material and by specific kinds of pictorial expressions. Each composition is designed with in mind the objective of using the material for interiors as well as for external architectural facades, thanks to a wide variety of solutions that unable to understand the spaces with a define personality. Idealized synthesizing the best of the expression of the taste and creativity, those compositions testify the high-level evolution of the best tradition of the italian ceramic making.
On Tuesday April 12th and Thursday April 14th the CEDIT Space hosted the "6 DIORAMI", a relaunch -preview of the first six CEDIT compositions signed by Barbara Brondi & Marco Rainò | BRH+, Marco Casamonti | Archea Associati, Giorgio Griffa, Franco Guerzoni, Matteo Nunziati, Giorgia Zanellato & Daniele Bortotto | Studio Zanellato Bortotto.
“SEI DIORAMI” | SPAZIO CEDIT
For Milano Design Week 2016, the prestigious CEDIT - Ceramiche d’Italia brand presented the first six new expressive compositions from its new season's production.
Hosted in the premises of Spazio CEDIT (which are currently being renovated), “6 Diorami” (“6 Dioramas”) showcases the new products in six “stations”, each of which is an occasion for contact and reflection.
Each expressive compositions – which refers to the creative and expressive work of a single author – is the protagonist of a single Diorama, conceived as an object which acts as a barrier, while also spurring the viewer to reflect and observe, inspired by the tradition of theatrical panoramas once used to portray specific locations.
Each Diorama is identified by a vertical ceramic slab, representative of the collection in question; the slab has a circular hole which offers a view into the interior of a small capsule, suspended above the ground to isolate a specific view, containing a number of clues to a significant narrative.
The narrative relates to each collection and stratifies, along a shared line of perspective, the portrait of the author, a detail of the process and an image of the product, thus creating an environment, as well as including a reflective surface which projects the face of the viewer into a fragmentary context containing the ceramic slab.
The rear of the Diorama houses a video projection in which each author presents his or her collection, conceived exclusively for CEDIT - Ceramiche d’Italia.
CEDIT's new expressive compositions, presented in 6 DIORAMAS, not only manifest the poetics proposed by their authors, but express six key concepts.
THE MATERIAL
The interpretation – not the imitation – of diverse materials.
THE SURFACE
Surfaces acquire the dimensional aspect of large slabs, with their architectonic and technological impact and significance.
THE ENVIRONMENT
The slabs, placed side by side, realise and give concrete form to the living space.
THE HUMAN COMPONENT
The genius of man is the artificer of the product; the architectonic environments created with the large slabs take shape around a human presence.
CRAFTSMANSHIP
The capacity to marry craftsmanship with large-scale production.
THE SPIRIT OF ITALY
Italian taste and talent infused into products conceived and manufactured in Italy – ambassadors of Italian design culture.
AUTHORS | COLLECTION INSPIRATION
Marco Casamonti | Archea Associati codes new chromatic color ranges to reveal the shining and iridescence typical of the metallic surfaces, by fixing in a precise moment the different stages of the metal’ passivation.
Barbara Brondi & Marco Rainò | BRH+ define a collection that explores the texture of cement, obtained through different components mixture and superficial finishes. Defined by a wide spectrum of modular combinations between the single elements, enriching the slabs’ range with graphic patterns created by linear engravings, then grouted in stark hues, according to geometries derived by the patterns of handmade embroideries typical of the Italian tradition.
Giorgio Griffa gives breath to intense, calligraphic brush strokes, making his work recognizable, giving continuity to the definition of a visual code revealed by a sequence of expressive marks in which the chromatic component, watery and soft in its frequencies, gains a defining value.
Franco Guerzoni transfers on large surfaces the painting style that identifies his body of work, achieving flat slabs characterized by articulate backgrounds, with movement obtained by superimposing and subtracting delicate matters and thick and fragmented pigmentations.
Matteo Nunziati interprets the surfaces of the textile yarn, making a specific reference to the fabrics decorated with stylized drawings, giving the ceramic surface new perspectives in terms of perceptive output and an unprecedented tactile experience.
Giorgia Zanellato & Daniele Bortotto | Studio Zanellato Bortotto draw a sequence of visions inspired by the texture of different plastered walls, selected according to the different degree of wear and exposure to the corrosive elements, dictated by the stratification of substances, which are true to the time and tell the memories and the reflections of a given environmental context.
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