One month to Cersaie 2022 | by Andrea Serri
With Cersaie 2022 less than a month away, preparations are in full swing for an edition of the show (the 39th) that will be “business as usual” in every respect. There will be 15 halls filled with exhibitors; non-Italian companies will make up almost 40% of the total; and the available 140,000 square metre floor space will be fully occupied. But against this backdrop of a return to normality, Cersaie 2022 will be presenting one of the show’s most important new aspects: a focus on the sustainability of Italian ceramic tiles and bathroom furnishings, explored through two different initiatives.
As the effects of climate change become increasingly visible in every corner of the world, environmental sustainability is a topic that must be firmly re-established as the central focus of market attention. Cersaie has made this its mission and – during what for a week becomes the world’s biggest marketplace for ceramic tiles and bathroom furnishings – will present the most advanced products in terms of their ability to minimise environmental impact. But rather than mere futuristic exercises in style and design, these are highly functional and immediately applicable solutions that reflect the show’s longstanding focus on practicality.
In the second initiative, Cersaie will serve as the platform for the global launch of the “Ceramics of Italy for Sustainability” communication and promotion campaign, a set of tools and strategies describing the sustainability of Italian ceramic products in their broadest sense. The cornerstone of this strategy is a 60-second video illustrating how the four fundamental elements of nature – air, water, fire and earth – are transformed into Italian ceramic. This is accompanied by an extensive monothematic landing page at staging.ceramica.info where articles, infographics and videos in five languages provide information on the tangible and measurable elements that contribute to the sustainability of Italian ceramic materials and products. The third pillar of the strategy is a global communication campaign on social media channels to promote awareness of these aspects among market players and end consumers.
At the same time, Cersaie remains firmly rooted in the present and is attentive to the latest developments in the industry, first and foremost the energy crisis which has had a serious impact on companies across the entire continent, particularly those in energy-intensive sectors. This tsunami of unprecedented proportions will be discussed at Cersaie’s inaugural conference where leading experts will examine the causes of the current situation, the necessary countermeasures and the outlook for the future.