At the Fuorisalone 2024, ceramics take shape through the strong and versatile poetics of its own natural matter: this is the protagonist of the installation “POESIS MATERIAE”, designed by Zaha Hadid Design, in Piazza dei Mercanti and in via Santa Margherita 4 at the new ICG Gallery Milan.

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POESIS MATERIAE: ZAHA HADID DESIGN CREATES THE NEW IRIS CERAMICA GROUP INSTALLATION IN PIAZZA DEI MERCANTI.
The installation focuses on the fluid forms of ceramics, emphasizing its strength and subtle beauty for an aware design culture.

Zaha Hadid Design has interpreted Iris Ceramica Group’s natural ceramic elements to create an installation which brings matter to the centre stage by expressing strength and versatility in a unique and unmistakeable design.

The installation ideally entails the sense of movement of water waves - it showcases a modern alternative to conventional ways to see ceramic by merging traditional procedures of standardisation with the non-orthogonal, fluid lines of the design.

Aligning with "Materia Natura" – the theme of Fuorisalone 2024 which supports a more aware design culture and promotes sustainability as guiding principle and fundamental value in any creative process - the design by ZHD highlights the large potential of ceramic as a medium for fluid and sinuous designs.

The concept ideally describes a landscape, featuring a series of paths informed – a celebration of ingenuity, spontaneity and, above all, durability and sustainability of ceramics.

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The experience continues just a stone’s throw away from Piazza dei Mercanti, in via Santa Margherita 4, at the Iris Ceramica Group Showroom which, for the occasion, presents its new look and takes on the new name of ICG Gallery Milan. 

THE NEW ICG GALLERY MILAN,
VIA SANTA MARGHERITA 4
The completely restyled Iris Ceramica Group showroom reveals its new concept. #UnlockTheExperience is the key to discovering the Gallery’s three floors.

Real and virtual: the Iris Ceramica Group exhibition space in Milan is a “phygital” – physical and digital – experience. The completely restyled showroom expresses the entirety of the artistic and technological soul of Iris Ceramica Group.

The new name, ICG Gallery, embodies the heart of the company, which focuses on research – aiming to develop innovative technological solutions – and creativity, with its ability to bring life to noble surfaces of the highest artistic value. In this space the values the Group stands for take shape, colour and substance and visitors can immerse themselves up to the fourth dimension.    

The entrance is an open square, designed as a welcoming space for meeting and sharing. The soft, delicate colours offer a discreet backdrop yet with a well-defined identity. The setting delicately narrates the Group’s values through the materials, video-walls and the augmented reality of ICG Play.
Technological innovation, sustainability, beauty and excellent quality, the Group’s key values can be found consistently in all three floors of the Gallery.

The mission of Iris Ceramica Group is to re-engineer ceramics to improve interaction between humans and the environment. This can be appreciated throughout the projects presented in the Gallery - from the eco-active Active Surfaces® to the smart Hypertouch slabs, the Material Libraries as well as in the 4D Ceramics, and the haute couture materials of the “Bottega d’Arte” collections, which are carefully kept in the vault in the basement. 

Entering the ICG Gallery Milan is more than just a visit, it is an authentic journey.

During the Fuorisalone week, the interior square at the ICG Gallery Milan becomes the stage for a series of events discussing design topics with a view to sustainability, the pillar of the Group’s founding values. 

Events

15 april - 6.30 pm
(Re)Generation Stories - "Ecosistema Hospitality: come evolve il dialogo tra Committenza, Real Estate e Progettazione in funzione di asset, domanda e funzioni"
Private Event

17 april - 6.00 pm
“Poesis Materiae, for a new poetics of matter” a talk with Federica Minozzi and Zaha Hadid Design 
Private event

ICG Gallery Openings
15-19 april: 10.00 am - 9.00 pm
20 april: 10.00 am - 6.00 pm 
Cocktail with dj: 15-19 april, 7.30 pm - 9.00 pm