The culture of beauty and the longstanding Italian interior design tradition rooted in the country’s history and landscapes are amongst the themes of the video “Ceramics of Italy – Ahead of our Time”, which in just over a minute offers an evocative and emotional account of everything that only Italian-made ceramic can represent: the richness, uniqueness and beauty typical of Italian ceramic tiles (not only those made in the past, but also those produced in the modern age), and the core values of the Made in Italy label that distinguish them.
Tradition, history, culture, design, quality, beauty, product innovation and innovation of technological processes: all these values are universally attributed to the Italian ceramic industry alone.
The video, created by Francesca Molteni and Fulvio Irace, provides a clear and elegant account of Italian ceramic’s extraordinary ability to bring together the opposites of past and future, characteristics that are reflected in the country’s iconic landscapes (from the Mediterranean coastline to the hills of Emilia, and finally Florence), historic ceramics and modern tiles used in major works of architecture (Hotel Parco dei Principi Gio Ponti + Dallara Parma 5+1AA + Teatro dell’Opera of Florence ABDR).
Finally, the payoff of the video: Ahead of our Time*, a highly meaningful heading that enshrines what has always animated the very spirit of Italian creativity. According to one of the most authoritative dictionaries in the world, it means: *To have new ideas a long time before other people start to think in the same way (Collins English Dictionary)”.
This message is aimed at a North American audience and intends, in just a few seconds through a social media campaign, to promote the Italian ceramic tile industry and gain the loyalty of buyers of ‘Ceramics of Italy’, underlining that in this way “they are taking a piece of Italy home with them”.
It is the second film on ceramics directed by Francesca Molteni, who last year produced the docu-film Timeless Tiles: The Italian Legacy to celebrate the 25th anniversary of the Design Competition in North America, the objective of this campaign is that of making Made in Italy ceramic more competitive at international level, focusing on its totally unique and outstanding properties.
For over 40 years, Ceramics of Italy has been the trademark that symbolises the Italian ceramic industry both in Italy and throughout the world.
