SOLID DRAPERY WON THE ADI BOOTH DESIGN AWARD 2019

2019-09-26
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"Solid Drapery”, the booth designed by Studio MILO for Fiandre Architectural Surfaces at Cersaie 2019, won the ADI Booth Design Award 2019 for the Interior category.
This was the first edition of the award, which was launched thanks to a collaboration between the Italian Association for Industrial Design and Cersaie, with the goal of valorising trade fair booths that promote the products and brand values of companies exhibiting at the exhibition.
The Fiandre booth thus makes it into the pre-selection for the ADI Design Index 2020, the yearbook published by ADI that collects the best of Italian design put into production, selected by the ADI Permanent Design Observatory.

The awards ceremony took place in Hall 30 on Wednesday 25th September at 2.30 p.m.
Fiandre was represented by Debora Laterza, Head of Strategic Marketing for Iris Ceramica Group and Paolo Paladini of Fiandre, while Studio MILO was represented by the architect and founder Arianna Crosetta.

The ADI panel comprised of Cecilia Bione, a Lecturer at the Fine Arts Academy of Bologna and an expert in Exhibit Design, Pierluigi Molteni, an architect and lecturer in Advanced Design and an expert in Exhibit Design, and Wladimiro Bendandi, the ADI delegate of the Emilia Romagna delegation and an expert in communication and brand identity, explained their decision to award Fiandre in particular: “for the ability to break through the rigidity and limitations of a rectangular box, inventing a sort of perimeter drapery that favours visual permeability and underlines, at the same time, the expressive and compositional potential of ceramic materials and their ability to spawn new exhibition tools that integrate with the display concept”.

Solid Drapery drew inspiration from the figure of speech of the oxymoron, juxtaposing impressions that are exact opposites, achieved through the use of porcelain stoneware, a hard and extremely durable material, as a sort of drapery or curtaining. This choice succeeded in highlighting the superb flexibility of Fiandre porcelain stoneware, which can adapt to countless applications, becoming almost a tailor-made fabric for covering spaces as well as decorative and architectural elements.

On show, within the booth, were all the new collections of large slabs, like Amazonite, White Beauty and Grey Beauty Marmi Maximum, Rock Salt Maximum and Agata Maximum and, for traditional sized tiles, Solida and Roc De Bourgogne.