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Royal Ceramica – Egyptian manufacturer of ceramics, market leader in the Middle East – takes part to Cevisama in Valencia with the aim of reinforcing the perception of its brand and its collections in the overcrowded European market. With this intention the company asks Paolo Cesaretti to design a 250 sqm. booth with a distinctive identity.

The Milanese architect and designer has been charged due to his extensive experience of design and communication in the ceramic industry. Marazzi USA, Ragno USA, Hatria Marazzi Group, Gardenia Orchidea are among his clients. And recently he has been brand communication art director for Ragno Marazzi Group.

The stand design wants to outline the philosophy of Royal Ceramica, made of European aesthetic tiles based on an eastern attitude and characterized by remarkable decorative products in a full range of sizes and variations. Interpreting this dual identity, the designer’s main idea is creating a contemporary – in means of lines and volumes – pavilion incorporating finishes/textures/patterns and actions of the Arabic grand and mysterious world, as we perceive it.

In addition the stand design focuses on some of the company’s collections that consist of natural colours and finishing interrupted by elegant yet luxurious details. The stand design engages this sensibility that explains even better Royal Ceramica way of thinking, acting and manufacturing.

Achieving for an highly personal and emotional effect the stand suggests the image of a luxurious contemporary environment. On the floor marble motifs in shades of brown are echoed on the reflecting patterned walls. The light is diffused and the general atmosphere is similar to an hotel lobby. A random composition of reflective perforated ceiling panels filters light from above in a play of shadows with an oriental flavor.

The agora* – a gathering space and/or assembly in ancient Greek – is a strategic point in the Royal Ceramica world. Welcoming, meeting and conversing with the clients is the core of their business philosophy. This attitude becomes here a main concept: a protected and isolated yet visible and open-to-all meeting space that takes shape as an ellipsoidal lounge area bounded by a luminescent curtain of metal chain with the center marked by a huge chandelier made from copper tubing.

The three kilometers of metal chain curtain is solid enough to create a clear and indisputable boundary and simultaneously light enough to move in a slow and smooth way the moment you cross it. This ‘medusa-like’ form – characterized by its shining movement – serves the dual purpose of a calling space that invites you to enter providing in the meantime a certain degree of privacy when you’re inside. The subtle sound produced from the curtain movement is an addition that highlights the sense of entering a different space.

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