Interview for architecture magazine IQD to Filippo Manuzzi, President of the Committee for Promotional Activities and Trade Fairs at Confindustria Ceramica

Interview for architecture magazine IQD to Filippo Manuzzi, President of the Committee for Promotional Activities and Trade Fairs at Confindustria Ceramica

• The Evolution of the Ceramic Sector: Innovation and Sustainability in Ceramic Materials. Why can ceramics be considered a “circular” material today? And how do companies communicate their “green” transitions?

Ceramics are the circular material par excellence. They are inert, originating from the processing of inorganic elements naturally found in the earth, and at the end of their lifecycle they return to being fully recyclable and reusable. The production process itself is inherently a closed cycle, meaning that everything employed, including waste materials, is reintroduced into the process. Nothing goes to waste. This represents an advantage both in terms of environmental sustainability and, not to be overlooked, economic efficiency. Of course, the grinding, drying, and firing stages at 1,200°C – currently carried out using natural gas combustion, for which no valid alternatives exist – generate significant emissions. However, these are offset by the intrinsically sustainable nature of a material manufactured from low-impact raw materials – clays, feldspars, sands, and kaolins – that are abundantly available in nature. For this reason, their use has an environmental footprint considerably lower than that of many other materials. Moreover, the carbon footprint of ceramics must be assessed in light of their extremely long service life, which in practice makes them particularly sustainable when compared to other materials with shorter lifecycles. Finally, at the end-of-life stage, when ceramic products are replaced, they can be easily disposed of and repurposed thanks to the fact that they contain no petroleum-based compounds or reactive substances, allowing for multiple reuse applications.

• Ceramics and Architecture: An Ancient yet Ever-Evolving Dialogue. How does ceramics adapt to the contemporary languages of architecture?

Ceramics have accompanied human history since the Neolithic era, but it is over the last 20–25 years that the dialogue with architecture has experienced an extraordinary acceleration, driven by major advances in technology, aesthetics, and functionality. The increase in sizes and the reduction – or in some cases the increase – of thicknesses have enabled ceramics to expand beyond their traditional applications of the 20th century, namely bathrooms and kitchens, where they were regarded more as a commodity than as a true architectural material. Today, thanks to technological innovation, research, design culture, and the growing use of ceramics in major architectural projects, ceramics have acquired a new and conscious role within architecture: they are now both a functional and an aesthetic choice. Designers approach them with a different mindset, fully aware that they are working with a product that combines research, technology, and visual expression. The catalogues of leading Italian ceramic companies now feature collections and decorative lines designed by major international architecture and design firms. When these firms accept a company’s invitation to design for them, it is because they see the product, its processing, its technology, and its aesthetic language as consistent with their own design identity. In some cases, the initiative originates directly from the architects, who require a specific texture or pattern for a project, and the ceramic companies provide their production expertise, giving rise to important collaborations based on shared research. Often these collaborations push the material beyond its known limits, resulting in products that not only become part of company catalogues but also introduce innovative solutions that enrich the architectural world as a whole.

• Antibacterial, Self-Cleaning, Photocatalytic, Heating… Smart Surfaces: Functions Beyond Aesthetics. What are the future frontiers of active ceramic surfaces, and how much do these technical performances influence the choice of the material?

It is difficult to predict the future of ceramic interactivity, as every year new solutions are being tested, and Cersaie in Bologna remains the main showcase where these frontiers can be seen and experienced first-hand. Some innovations are destined for commercial success, while others remain research-driven experiments which, in any case, benefit the sector by demonstrating the proactive spirit of the entire industry. In my view, however, the real turnaround – the true revolution of recent years – lies above all in the fields of application. As mentioned earlier, ceramics are now used in urban design, in furniture, as laminates for cabinetry, in kitchen countertops, and in architecture, for example, in ventilated façades. Active properties add value, but I believe that aesthetics, creativity, and design ultimately remain the key factors for which Italian ceramics are chosen worldwide. A ceramic surface must first and foremost be beautiful. Then, it must offer the right dimensions and an adequate color range to meet the diverse needs of international markets. It is clear that the more ceramics are employed in architecture, the more companies refine their research and technical capabilities. The approach of architectural firms – often demanding high levels of customization that push research and production to their limits – represents both a challenge and a tremendous opportunity for ceramic manufacturers. Visiting a trade fair such as Cersaie is essential to fully understand the main evolutions in this respect, both within the ceramic sector and in the bathroom furnishings industry.

• The Bathroom as a Space of Well-Being and Integrated Design. In this sector, what is the role of technology and how does it compare to the influence of aesthetics in product selection?

When we think of the bathroom as a space of well-being and integrated design, the technological dimension – namely, the features that companies can provide to ensure comfort and wellness – can truly make the difference. Each year at Cersaie we see significant technological upgrades. Naturally, aesthetics continue to play a predominant role, as does the collaboration with designers. In this sector, even more than in ceramics, many best sellers are designed by or in collaboration with architects and designers. While in the ceramic industry collections born from such collaborations are often niche products, aimed primarily at strengthening brand identity and awareness rather than becoming commercial blockbusters, in the bathroom and sanitary ware industry, signature collections account for a significant share of the market.

• Cersaie, important International Exhibition of Ceramic Tile and Bathroom Furnishings, as a Global Barometer for the Ceramic and Bathroom industries. What are the expectations for the 2025 edition? How is dialogue between industry and design being fostered? And what are the innovations in terms of format, content, and vision?

• Expectations for Cersaie 2025 are to further strengthen the already positive results of last year’s edition, which hosted 600 exhibitors from 25 countries and welcomed over 95,000 visitors, both Italian and international. After the Covid hiatus, market conditions this year again point towards a positive outcome – with 620 exhibitors from 29 countries and an anticipated increase in visitor numbers – confirming the exhibition’s role as an essential international showcase for ceramics and bathroom furnishings. With regard to architects and designers – a target of visitors that continues to grow steadily, as proven by registration figures – Cersaie offers a unique and high-level cultural program specifically tailored to them. This includes numerous initiatives such as the Tuesday Lectio Magistralis, this year featuring architect Elizabeth Diller, alongside a wide range of conversations on key architectural topics. Another important feature is the excellence of the companies’ exhibition language, which often surprises visitors and confirms not only the technical but also the aesthetic and design-driven dimension of the event. This year’s edition will present major innovations that further emphasize the concept of architectural space, offering an ecosystem of solutions and design products aimed at meeting both present and future needs of the built environment. From the very entrance, visitors will be welcomed by large-scale images capturing the essence of ceramic materials and products – expressed through form, color, functionality, and technology – leading to the ultimate synthesis: beauty. These visuals will cover a newly designed portico, providing access to the exhibition. The additional 10,000 square meters of exhibition space compared to last year, bringing the total to 155,000 square meters, has required a new layout. The four Bathroom Halls will be strategically located in a central posizion, surrounded by the eight halls dedicated to ceramic products. Another innovation will be the Bathroom Architecture Lounge – Let’s Talk installation in Gallery 21–22, which will enrich the already extensive cultural program. All of this transforms a visit to Cersaie into a unique experiential journey, an immersion into the world of ceramics and bathroom design that goes well beyond simply seeing or touching a product. It means perceiving the evolution of an entire industrial sector that continues to deliver major innovations year after year. And it does so in Bologna, a strategically central location with respect to Italy’s major cities, offering international visitors in particular an authentic expression of the very best of Made in Italy.