Caroscope Showroom by by Francesco Catalano for Novoceram, Saint Vallier – France

June 20th, 2015 by retail design blog

Novoceram, French ceramics manufacturer since 1863, presents his new Caroscope: a multipurpose space, dedicated to customers and visitors, consisting of the new showroom and a set of conference and training rooms that enriches its industrial plant in Saint-Vallier sur-Rhône (France).


Caroscope combines the sense of scenography, typical of Novoceram, with the industrial nature of the building. «For a company whose decision to produce in France is a true ethical value» explains Francesco Catalano, interior designer author of the project «the choice to display the products in their own manufacturing universe is much more than a matter of style: it is a genuine expression of identity ».


The experience begins in a large glass gallery, entirely covered by a three-dimensional fresco that leads the visitors along the first 150 years of history of Novoceram and of the whole world, illustrated by Spanish artist Maria Corte. The discovery of Caroscope continues in the showroom, whose structure, visible systems and exposed metal ceilings recall the proximity of the showroom to the factory: they are separated by a single wall where a secret jib door allows visitors to move from one world to another. The visit ends in a materials library intimate and friendly, where customers and architects can touch the different finishes, examine the nuances of colors and view the textures of all the products available in the Novoceram range.


Optical illusions, ecological hunting trophies, cascades of crystal chandeliers and charming reflections of Toile de Jouy give one last touch of magic to this emotional journey through design and ceramic: the unfailing signature which makes unique every Novoceram setting.


About the company
The story of Novoceram started in 1863 in Saint-Vallier-sur-Rhône. With its 4 million m2 of annual production, 40 million Euros of sales, a production site surface of 90,000 m2 and 170 employees, the company is one of the leading producers of ceramic tiles in France. The first French ceramic tile company to obtain the Ecolabel award and the only French ceramic producer to obtain the ISO 14001 certification for its environmental management system, since 2000 Novoceram has been part of the Gruppo Concorde, one of the largest producers of ceramic tiles in Europe.


About the designer
Francesco Catalano is the designer behind all the booths and exhibition spaces of Novoceram. He is Marketing Manager and Art Director for the company and owner of his own interior design firm based in Reggio Emilia (Italy) specialized in bold, unconventional interiors for commercial and residential environments. His work is recognized throughout the design community, winning awards like the prestigious Etoile of the Observeur du Design, in France, and several nominations to the Compasso d’Oro, in Italy. He is also a prolific author of marketing books and articles. In 2010 he founded the blog Gorgonia where he shares his knowledge about marketing and design.

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