WOW design builds curved, permeable curtain of thousands of ceramic tiles

WOW design’s curtain call at cersaie 2023

WOW Design welcomed visitors of Cersaie 2023 on a journey of architectural and aesthetic discovery through bespoke, innovative tile collections. Designed by Summumstudio, the stand for this longstanding Spanish Ceramic Manufacturer, boasting over two decades of experience, was shaped by a colorful, curving curtain of newly developed ceramics. Its meandering form encompassed the entire booth, enticing guests into the ephemeral space, where they could discover innovative collections, material experimentations, and the architectural potential realized by the brand.

all images courtesy of WOW Design

summumstudio crafted ceramic stand for wow design

Specializing in small-scale signature tiles, WOW Design showcased its creative as well as functional prowess at Cersaie 2023. Inspired by the distinctive qualities of the Specialist’s tile compositions, multidisciplinary Spanish design studio, Summumstudio, aimed to mirror these characteristics in the design for the exhibition. The result was a stand for architectural innovation. The inventive environment evoked an ephemeral atmosphere, meticulously crafted through exquisite precision and newly realized ceramics.

A large ceramic curtain surrounded the stand to reveal the application as well as architectural potential of WOW Design’s tiles. Slats were positioned in pairs, back-to-back, tracing the straight lines and curves of the perimeter of the booth to enable such a three-dimensional structure to be formed. This adhesive-free, vertically-fastened sandwich system securely affixed the ceramics, allowing for easy transformation into a flexible and adaptable curtain.

The grand curtain was visually striking for several reasons. Firstly, the sandwich system mimicked latticework to let light filter through while retaining a sense of mystery to entice visitors to explore further. Secondly, the chosen colors of the tiles played out in a spectrum, shifting between beige and earthy shades. The slats were then positioned at a slight angle to generate a heightened sense of movement and visual impact. The precision as well as flexibility of the system enables architectural structures to be realized in a high performing whilst also creative manner.

On the reverse side of the curtain, the walls had also been transformed into ceramic rugs, seamlessly complementing the collections, with each rug featuring a unique design. Some walls showcased distinct geometric shapes adorned with tiles from the displayed range. This emphasized the natural appeal of the ceramic collections.

The architectural possibilities of WOW Design’s ceramics continued to amaze as visitors ventured deeper into the booth. Guests were greeted by a transparent ceramic screen wall, made with the fired-clay version of Icon by Summumstudio — a unique 3D tile. This design allowed light to gently filter through, creating an intimate atmosphere within the stand while illuminating the floor. The screen walls provided a captivating contrast to the surrounding latticed curtain. As a result, the Spanish Ceramics Manufacturer realized a booth entirely constructed from their own tiles and assembly systems.

Finally, a water feature introduced the latest innovation from WOW Design. In the center of the pool, a tower emerged, composed of new tiles suitable for swimming pool. This totemic column proudly displayed the name of the Spanish Ceramics Manufacturer in illuminated letters, accentuating the volumes, reliefs, and subtle nuances of the ceramic collection.

exhibition info:

brand: WOW Design

booth designer: Summumstudio

exhibition: Cersaie
location: Bologna, Italy
dates: 25-29 September, 2023