Ceramic Cinema: Marca Corona's #PROJECTEMOTION
Storia del Marchio di James Wormald
Sassuolo (MO), Italia
29.10.19
Joined by a shared passion for design and innovative surfaces, MARCA CORONA has teamed up with a handful of architects and designers to create the innovative and passionate #ProjecteMotion video series on outstanding architectural projects.
Marca Corona stands for innovative solutions and creative designs – enabling architects and designers to create outstanding projects
![Ceramic Cinema: Marca Corona's #PROJECTEMOTION | Novità](https://image.architonic.com/sto3-1/20081149/cly-living-ecru-sfumaturawarm-arcit18.jpg)
Marca Corona stands for innovative solutions and creative designs – enabling architects and designers to create outstanding projects
×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
The Haus der Musik film explains how the architects created ‘surfaces like musical notes that spring forth and breathe life into the instruments’
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.
Matrix stone-effect ceramics created light, airy and vibrant spaces in the multi-functional Haus der Musik in idyllic Innsbruck; including a concert hall, auditorium, library and restaurant
![Ceramic Cinema: Marca Corona's #PROJECTEMOTION | Novità](https://image.architonic.com/sto3-1/20081149/marca-corona-huas-der-musik-backstage-2-arcit18.jpeg)
Matrix stone-effect ceramics created light, airy and vibrant spaces in the multi-functional Haus der Musik in idyllic Innsbruck; including a concert hall, auditorium, library and restaurant
×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.
'Modelled on the natural environment, the stone-effect ceramics provide an authentic and vibrant surfaces'
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
A dreamlike composition and constant camera movement create an atmosphere reflecting La Ménagère’s historic place in the city
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.
The name Ménagère, French for household, refers to the domestic environment of the space. In Terra, designers found a cement tile with classic patterns (top image) similar to the tiled floors in Florence in the 19th Century
![Ceramic Cinema: Marca Corona's #PROJECTEMOTION | Novità](https://image.architonic.com/sto3-1/20081149/maracacorona-la-menagere-gallery-backstage-1-arcit18.jpeg)
The name Ménagère, French for household, refers to the domestic environment of the space. In Terra, designers found a cement tile with classic patterns (top image) similar to the tiled floors in Florence in the 19th Century
×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
Atmospheric and fast-paced electric guitars combine with a hard-hitting drum beat to create a rock soundtrack befitting Clay Paky’s work on large scale projects such as Aerosmith’s Las Vegas residency
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.
Filmed in low-light and often pitching Clay Paky engineers and Riboli himself into cinematic silhouette, the creatives are presented as rock stars, performing on their own stage
![Ceramic Cinema: Marca Corona's #PROJECTEMOTION | Novità](https://image.architonic.com/sto3-1/20081149/marca-corona-claypaky-foto-backstage-1-arcit18.jpg)
Filmed in low-light and often pitching Clay Paky engineers and Riboli himself into cinematic silhouette, the creatives are presented as rock stars, performing on their own stage
×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.
StoneCloud (bottom image) presents the rough look of stone underneath a smooth, satin finish. The ceramic collection is available in neutral tones with bolder accents to combine, such as this - Blue Oil
![Ceramic Cinema: Marca Corona's #PROJECTEMOTION | Novità](https://image.architonic.com/sto3-1/20081149/maracacorona-scl-bluegrey-living-arcit18.jpg)
StoneCloud (bottom image) presents the rough look of stone underneath a smooth, satin finish. The ceramic collection is available in neutral tones with bolder accents to combine, such as this - Blue Oil
×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.
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