Open Cersaie embraces the contract sector | by Andrea Serri
Open Cersaie, the new configuration of the International Exhibition of Ceramic Tile and Bathroom Furnishings, adds yet another element to the overall mosaic that will be completed at the 2020 show. Archincont(r)act, the new theme area to be held in the Mall of Hall 29, was officially presented at a press conference held at Villa Necchi Campiglio in Milan, a splendid example of 1930s architecture. Intended as a meeting point with the world of contract design, this new section will complement Cersaie’s long-established sections focused on the international distribution system, the media and end consumers.
Archincont(r)act is a play on words, a meeting point between the sectors of architecture and contract design where the “r” in brackets serves as a kind of registered trademark ® testifying to the originality of the initiative, as prior to Cersaie no exhibition devoted to design and lifestyle products had ever created a space of this kind. The final part of the word, “act”, underscores the dynamism and concrete approach to relationship building that have always been the hallmarks of Cersaie.
This expansion of the target audience and business areas has proceeded in step with the development of ceramic materials and the market. The advent of large ceramic slabs and panels and the latest advances in the bathroom sector in line with standards for public spaces have led to the emergence of products and solutions suitable for use in these contexts, while non-residential projects are gaining in importance within the global real estate market. The large architecture firms specialising in these applications provide a vital link between materials and the market.
With a total floor space of 700 square metres, the new section consists of a central conference space, champagne bar and talks area and two wings accommodating the 10 internationally-renowned architecture firms (including two non-Italian practices) that have confirmed their participation in this first edition of the event: Archilinea (Sassuolo), Caberlon Caroppi Italian Touch Architects (Milan), Genius Loci Architettura (Milan), Iosa Ghini Associati (Bologna), JOI–Design (Hamburg, Germany), Mario Cucinella Architects (Bologna), Noa Network of Architecture (Bolzano), Studio Bizzarro Galimberti (Ravenna), Studio Marco Piva (Milan) and The Hickson Design Partnership (London, UK).
The event will open on the afternoon of Monday 23 September with a conversation between Philippe Daverio and Federico Rampini on ‘Cities of the future’.