From 4 to 10 September we look forward to welcoming you to Foro Buonaparte, in the heart of Milan’s Brera district, for a sustainable design experience that also has a charitable aim. The space adjoining the display windows of the Florim Flagship Store and Spazio CEDIT will house two temporary installations by Matteo Thun & Antonio Rodriguez and Elena Salmistraro.
The installations recount two original projects created around our ceramic surfaces, reinterpreted with an approach that highlights the themes of sustainability and colour for Florim and solidarity and art for CEDIT. Two actions, open to the city, perfectly in keeping with the 2021 edition of the Fuorisalone, with its focus on sustainable development.
Matteo Thun & Antonio Rodriguez design the new “Sensi Pigmenti” collection for Florim
A project based on original use of colour – offered in four neutral, soft, very natural shades evolved into three different decors – which completes the “Sensi of Casa dolce casa”, mix of innovation and sustainability, designed with particular attention to the environmental and energy impact to make it a fine example of the circular economy.
Moodboad from the “Sensi Pigmenti” collection - Malachite color
In the Florim world, design and sustainability are two closely interlinked concepts. It is no coincidence that we were the first ceramics manufacturer to become a Benefit Corporation (in 2020), and we are the first and only ceramics group in the world also to hold B Corp certification, awarded in formal recognition of the progress made in creating a new business model oriented towards people and the environment and not merely profit.
The installation that presents the new collection designed by Matteo Thun & Antonio Rodriguez reflects this leading-edge mindset and modus operandi. The seven display windows of the Florim Flagship Store overlooking Foro Buonaparte come to life in a combination of land art and urban furnishing, featuring six different locations (garden, bar, greengrocer, newsagent, swimming-pool and shop) covered appropriately with the patterns of the “Sensi Pigmenti” series, all sharing the same common theme: sustainable design. A project in which we have also involved some other Italian corporations in the B Corp movement which share our commitment to regenerating society through business.
Elena Salmistraro designs the “Hotel Chimera” capsule collection for CEDIT
A ceramic work of art of almost 20 square metres, comprising 80 unique pieces hand-signed, one by one, by the Milan designer, which reinterpret the illustration created last year for the installation of the same name dedicated to the launch of the “Chimera” collection.
CEDIT presents a capsule collection with a strong expressive and symbolic charge, inspired by Greek mythology, that opens its horizons to incorporating value – to support a charitable cause.
Illustration of the "Hotel Chimera" capsule collection
The Made in Florim brand promotes a message of solidarity in harmony with its core values - Culture, Ethics, Design, Identity, Talent – that dovetail with the Group’s corporate principles.
Proceeds from the sale of the individual pieces of artwork will be used to support ‘Doppio senso. Percorsi tattili alla Collezione Peggy Guggenheim’, an accessible visitor experience created by the Venetian museum mainly for blind and visually impaired children.
The installation created for the Fuorisalone is particularly high-impact: an accurate reproduction of the “Hotel Chimera” capsule collection becomes a “showcase within the showcase” of Spazio CEDIT.
The limited edition of 80 pieces of the work will be offered for sale on the Archiproducts Shop e-commerce site from 4 September.
Florim Flagship Store and Spazio CEDIT
Foro Buonaparte 14 and 14/A, Milan
Silvia Alonzo e Sara Abbatecola
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