Ceramic Cinema: Marca Corona's #PROJECTEMOTION

Established in 1741, the long history of Marca Corona is intertwined with passion. Throughout its 278 years, the Italian ceramic specialist has been a dedicated devotee of local craftsmanship, and has developed many ground-breaking techniques and ceramic collections. It’s a passion which repeatedly brings Marca Corona together with other ceramic enthusiasts – the designers and architects who hand-pick original tile collections for their projects.

In celebration of this shared passion, Marca Corona has launched an innovative video campaign called, #ProjecteMotion. This project features a number of captivating, cinematic, short films that communicate the emotional stories behind its latest architectural projects. Presented by the respective architects, each of the three short documentary films produced so far focuses on the inspirations, context and constraints of the project, with screenplays created exclusively to evoke the style and atmosphere of the final architecture.

Haus der Musik – Innsbruck, Austria

With music such an integral part of Innsbruck’s proud history and cultural identity, construction of the new Haus der Musik in the city was always going to be a labour of love for any designer to take on. So local architects Erich Strolz and Dietrich Untertrifaller were the perfect partnership to create the new multi-functional hub for music in the city. Marca Corona’s Haus der Musik film – ‘Natural Symphony’ – puts music front and centre from the outset.

Strolz and Untertrifaller discuss the use of materials that are 'modelled on the natural environment', such as Marca Corona’s Matrix tiles. These stone-effect ceramics create a light, natural atmosphere that connects visitors with the nearby landscapes around Innsbruck, and provides the 'authentic and vibrant surfaces' the architects required.

The film delights in recreating the intensity and atmosphere of a musical performance. An evocative, lone piano piece plays throughout, providing more than just a background – its score mirrors the personality of the building, a constant reminder of the majestic and inspirational location.

La Ménagère – Florence, Italy

As the oldest household goods store in the city, La Ménagère was an emblem of local, Florentine pride in the home, but as various sections closed or were sold off, this monument was beginning to lose its legacy. Passion never deserted the owners, however, and a redevelopment project was initiated to create a new, multi-functional space – contemporary, yet true to its historic roots.

A grainy, noisy film-reel effect gives an authentic feel to the film, titled ‘Historical Inheritance’. Designer Marco Baldini, of architectural practice Q-Bic, explains the history of the building and its role in the heart of Florence while walking us around the historical city centre. He then invites us into his studio where he outlines his journey through material selection, before introducing the finished space – a refined bistro with a timeless charm.

After Baldini’s original flooring option, wood and concrete resin, started to deteriorate soon after the project’s completion, it became clear that a more hardwearing material was required: namely Marca Corona’s Terra cementine series. Wear-resistant and easy to lay, Baldini describes the retro Terra tiles as a 'tribute to the past, with an authentic look.' Perfect for La Ménagère.

Clay Paky HQ – Bergamo, Italy

When event lighting design and engineering company Clay Paky decided to dedicate an entire floor of their facility to a new R&D hub, architect Beppe Riboli gave it an industrial, underground, factory feel. Inspired by his own passion for underground art, as well as the craftsmanship of the Clay Paky engineers, Riboli wanted to give a distinctive, exposed look to all surfaces. Working with exposed electrical circuits, however, meant the industrial space needed to remain dust-free. Riboli, therefore, turned to Marca Corona’s StoneOne ceramic floors, visually identical to the urban character of concrete – but with the flair and natural look of stone.

Before #ProjecteMotion highlighted these individual projects, Marca Corona had already utilised the video format to convey its passion. In 2018, Marca Corona embarked on an ambitious re-branding process and released a new corporate film, highlighting its own long and passionate history. The 150-second short tells an emotional tale of the brand’s personality. As the vanguard of new ceramic techniques and technologies since 1741, this passion for creativity and innovation, communicated in the film, can also be seen in their newest collections.

With fresh, new, ceramic products including the discreetly textured Soul Bay coverings, the refined Phase slabs, the 3D volumes of Bold wall tiles, the Nordic-inspired Lagom, the metal insert of Arkistone, and the natural depth of Stonecloud surfaces, Marca Corona has an illustrious collection of stars to give life to innovative projects and continue the #ProjecteMotion series.

© Architonic