Ceramica Sant'Agostino at Cersaie 2017: Beauty is a daily duty!

Hello design lovers!

A few weeks back I visited Cersaie, the International exhibition of ceramic tiles and bathroom. It was a really nice experience, even though I brought my camera and couldn't use it because I forgot to bring the memory card... I know, it's pretty lame, but I do plenty of this stuff in my life!

Surprisingly, it turned out to be an occasion for paying more attention to the stands. I could only take pictures with my mobile which was running out of battery - yes, forgot the power bank too! - so I had to carefully select what was worth recording.

There was one stand that particularly got my attention because of the concept behind it. I'm talking about Ceramica Sant'Agostino, a 100% Italian brand well known for its high-level products.

The exhibition was an actual walk into a typical day of a person. When the PR agent told me that the theme was "Beauty is a daily duty", I gasped in excitement: this is an idea that I always believed in. I think it should be everyone's mantra!

Beauty is a daily duty

Since then I kept thinking about that concept, it got me for days. Beauty is a daily duty sums up my whole vision about interiors: seeking beauty, not just functionality. Yes, functionality comes first (being an engineer myself, I know this well); but it can't be left alone without beauty or we'd live in a sadder world!

The stand was designed by stylist Elisa Musso, who has been collaborating with this brand for a long time. Her concept was pretty clear: showing the nine new collections PATCHWORK, FINEART, BARKWOOD, COLORART, RITUAL, HIGHSTONE, PURE MARBLE, NEWDOT and DECORLINE in real-life settings. Therefore raising awareness on the topic: "Beauty is a daily duty".
She also mastered the art of layering lighting, which is essential to create bespoke atmospheres for each daily activity.

The exhibition

The typical day starts in the morning and ends at night.

Ritual

During these hours the person wakes up, takes a shower, eats, goes to work, to the gym, and then meets friends and goes back home to relax and prepare for the night.

Fineart

We were asked to walk through all of these activities, which were marked by clocks.

 

The aim of the stylist was to focus on the emotions that the person feels during the activities and to demonstrate that a beautiful background can enhance the experience.

So true! The space you live in affects your mood and, at the end of the day, the memories you carry out from it. Don't you want an exciting setting for all of it, your life?

 

It's basically the same thing that Marie Kondo has been saying in her well-known best seller guide to tidy up: surround yourself with objects that spark joy and you'll live a beautiful life.

That's why beauty is a daily duty: you need to look for it. Never take it from granted or you will end up hanging out in places that don't speak to your soul; and I think it is worth making the effort to surround ourselves with things that represent us.

So, thumbs up for Ceramiche Sant'Agostino and Elisa Musso! Great job as usual :)

I'd like to know your opinion on this! Do you seek beauty in your everyday life? And if so, how do you find it? Are there things around you that you'd like to look different?
I've got quite a few actually! Share this post and tell us your experience :)

*All images courtesy of Ceramica Sant'Agostino