Cersaie, a gateway to the future for the past 40 years

In the last week of September, Cersaie will celebrate 40 years of uninterrupted activity, the only exception being 2020 when the Covid-19 pandemic caused trade fairs to be cancelled all over the world. Over the course of these four decades, the show has maintained its role as the venue chosen by companies to launch their most innovative products, many of which have subsequently been used in major architectural projects worldwide.

But looking back at Cersaie’s 40-year history is not just a trip down memory lane, it is an opportunity to celebrate materials and products that were highly innovative for their times and opened up important new avenues of development. These product innovations have always gone hand in hand with the evolution of the concept of architectural space, which four decades ago branched out from bathrooms and kitchens to embrace all domestic interiors, followed ten years later by exterior applications. Porcelain stoneware opened up new opportunities in all areas of non-residential construction and is now widely used for external building façades and for paving public spaces. Besides construction, ceramic materials have recently been used in new applications such as furnishing accessories, boat interiors (due to their excellent resistance to salt corrosion) and motorway tunnel walls, to mention just a few examples.

A campaign that is about to be launched on Cersaie’s social media channels will pay tribute to this excellence by exploring ceramic surfaces, some of the most iconic buildings in which they have been used and new applications of ceramic materials outside the construction industry. On a weekly basis, Cersaie’s LinkedIn, Instagram and Facebook channels will present beautiful, sustainable and technically outstanding projects carried out in buildings all over the world using ceramic surfaces and bathroom furnishings exhibited at the show. For six months, this paid campaign will engage with architects, distributors, installers and real estate developers in the ten most important markets for ceramic products: Italy, France, Germany, Austria, Switzerland, Belgium, the Netherlands, the UK, the USA and Canada.

The idea of a journey undertaken by industry professionals and a gateway to a better future is reflected in the advertising poster for Cersaie 2023. The ceramic tile and bathroom furnishing exhibition is also an important platform for culture, education and exploring the latest trends. These aspects are far from marginal because informing potential buyers about new applications is a key part of promoting materials worldwide.

April 2023