The management and positioning strategy to establish the industrial Group, international market leader in architectural ceramic surfaces, in major design capitals continues with a new showroom for Iris Ceramica Group Milan, on the corner of via Santa Margherita and private via Farine.
Located between the Duomo and Piazza Cordusio, Holding’s new welcoming flagship store provides an overview of the entire collections and designs of its brands: Ariostea, FMG Fabbrica Marmi e Graniti, Fiandre Architectural Surfaces, Iris Ceramica, Porcelaingres, Sapienstone and newly launched bathroom furnishings brand Seventyonepercent®.
Following on from the recent opening of its London, New York and Berlin stores, the Group has transferred its business headquarters from the historic Spaziofmg per l’architettura gallery in the Tortona quarter, to a new, larger and more prestigious location in Brera, enabling the firm to better accentuate its expertise and cultural heritage gained in over twelve years of exhibitions and events.
Curated by Area-17 Architecture & Interiors design studio, the new 750 square meter premises for Iris Ceramica Group Milan were previously occupied by a bank and extend over three floors. When refurbishing the entire structure, particular attention was paid to designing an exclusive ambiance aimed at creating a strong emotive, personal relationship with customers.
The imminent opening also puts the spotlight on launching Seventyonepercent, previewed inside the new Milan flagship store. The latest brand, created in collaboration with Paolo Castelli, offers unprecedented aesthetic experience in the wellness & bathroom sector, through a collection of complementary furnishings combining research, design and sustainability.
Iris Ceramica Group Milan aims to become a point of reference and inspiration for the international community of architects and interior designers. Rather than a mere display area it is an exclusive meeting place to establish business relationships and generate new synergies..
Visionnaire is a metaluxury lifestyle brand present in more than 55 countries with a presence of over 30 monobrand stores and a large network of selected department stores and luxury multibrands all over the world. Uniqueness, contemporary style and Made in Italy vocation are founding values of the brand that has been able to conquer a rapid leadership in the international panorama of luxury design as a proposal for a precious total look and customized in detail.
Visionnaire now has a collection of over 2500 items: thanks to the collaboration of a team of expert, eclectic and visionary designers, both Italian and foreign, it proposes itself as the ideal partner for bespoke luxury proposals in private and contract contexts, in luxury hotels as well as in the yachting and aviation sector.
How do you think the digital media can offer support to physical events, from the Fuorisalone to the launch of new products across the year in the showroom?
Given the historical moment, the digital experience becomes essential to be able to communicate the values and products of the brand’s collections. In this direction, Visionnaire presents the new Beauty collection for 2020 during the design week in June through three live broadcasts on 17-18-19 June, seen on the official social network profiles of the company and its website.
The live events address three fundamental themes of the path the brand has taken during the year, establishing horizons in constant evolution. Visionnaire has produced the content in complete autonomy, overseeing the technical organization of the broadcasts and demonstrating a capacity to respond to new ways of communicating, with great flexibility and inventive enthusiasm.
Milan and its role for design
Milan and design are simply inseparable! The capital of design and showcase of Italian style in the world, this city represents excellence in the three F’s: Fashion, Food and Furniture. It is the home of the Salone Internazionale del Mobile, the world’s leading fair for design production. Milan is fertile, unique ground for interaction between business, the creativity of designers and the know-how of artisans. A unique genius loci.